'Perfect Parent' campaign encourages adoption of older children and teenagers
November is National Adoption month, and it also marks the debut of the 'multiple choice parenting' campaign launched today by the Ad Council and KBS in partnership with the US Department of Health and Human Services Administration for Children and Families and AdoptUSKids.
The launch involves a series of public service advertisements encouraging adoption from foster care, reminding adults that “You don’t have to be perfect to be a perfect parent" as the central idea behind the campaign. The ads target prospective parents who are considering adopting from foster care. The TV spots are meant to be light and comedic as a way to broach a complex but compelling subject. The spots also tackle common parenting challenges like homework, and imply that there are no simple solutions when it comes to parenting, but foster teenagers will love a parent just the same.
One TV spot portrays a daughter handing her father a French test with a large “C” mark at the top. The spot offers the father three choices of what he can do about her less than stellar grade and comically depicts each option: hire a tutor, enforce a French-only rule at home, or watch foreign films. The spot ends by stating that there are no such things as perfect parents, but teens in foster care will love you just the same. The other TV spot portrays a son telling his mother he wants a cat, despite the fact that she’s allergic. The spot offers the mother three choices and comically depicts each option: prepare yourself, make the best of it, or find a loophole.
The campaign, created by KBS, includes TV, digital video, and radio. Since the campaign’s launch in 2004, more than 23,000 foster kids photos listed on AdoptUSKids.org have been placed with permanent families.
Creative Credits
AGENCY: KBS Executive Creative Director: Jon Goldberg
Creative Director: Kevin Gentile Creative Director: Michael Abell
Sr. Copywriter: Lauren Finn Sr. Art Director: Jessica Mottola
Co-Chief Strategy Office: Kathleen Diamantakis
Strategist: Alison Geraghty
Global Business Director: Gabriela Benitez
Account Supervisor: Michael Levitt
Assistant Account Executive: Mitch Katz
Head of Production: Jenny Read
Content Producer: Daniel Roversi
Executive Director of Content Business Affairs: Andrea Fagan
Senior Content Producer: Daniel Roversi
PRODUCTION:
Hungry Man Director: Scott Vincent
Executive Producers: Dan Duffy, Mino Jarjoura, Jacki Sextro, Caleb Dewart Line Producer: James Kadanoff
Production Supervisor: Steve Ruggieri
EDITORIAL: PS260
Editor: Maury Loeb
Post Producer: Evann Borgman & Jane Brockman
Assistant Editor: Erica O’Brien VFX: PS260 Finish
Managing Director: Zarina Mak VFX
Producer: Andy Philippi
Flame Artist: Fabien Coupez + Margaret Yang
COLOR: Co3
Colorist: Tom Poole
MUSIC AND SOUND DESIGN: Sound Lounge Mix Company:
Sound Lounge Mixer: Tom Jucarone