The Drum Awards for Marketing - Extended Deadline

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Agency: Barbarian
Date: Oct 2019
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When most people think of adoption, a cuddly baby usually comes to mind. But there are plenty of older children and teens in the foster care system who are looking for a permanent home. A series of public service advertisements is uncovering the joys and rewards of adopting these older children.

The Ad Council, along with the US Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, is encouraging prospective parents to consider adopting teens from foster care by using real stories to reveal the bonds that cement a family together.

According to the organizations, teens make up approximately one-fifth of the youth in the US foster care system waiting to be adopted, and since 2013 the number of teens in foster care has increased each year. Teens in foster care face a particularly challenging time getting adopted, with 15- to 17-year-olds, waiting on average twice as long for an adoptive home as those 14 years of age and younger. The teenage years are an especially critical period for parental help and guidance.

Inspired by true stories and anecdotes from real families, the PSAs are filled with heartfelt memories that actual adoptive families have experienced after adopting a teen. Each PSA ends with “Learn about adopting a teen from foster care. You can’t imagine the reward,” to remind prospective parents that teens in foster care can also help them grow in new ways.

One spot shows a teen coming to his new home. His face shows that he feels uncomfortable and may not fit in. Over the course of the 60-second spot, we see his adoptive family welcome him, adding him to family photos and including him in dinner conversations.

There are also poignant docu-style videos featuring three real families talking about the rewards and experiences of adopting their teen. One compilation video shows the adopted teens reading messages from their adoptive parents on how they have helped change their lives for the better.

Credits

Barbarian

Courtney Berry Managing Director

Leo Leone Executive Creative Director

Matthew Gould Associate Creative Director

Brent Weldon Senior Copywriter

Joseph Guyt Executive Producer

Andrew Dawson Chief Strategy Officer

Rachel Gruber Senior Strategist

Erica Giordano Senior Account Director

Anthony Pelkey Assistant Account Executive

PRODUCTION COMPANY: Acres

Charlie Mysak Director

Andrew Simkiss Partner

Matt Mclaughlin Partner

Devin Tusa Head of Production

Willa Goldfeder Producer

Jai Lennard Stills Photographer

EDITORIAL: Whitehouse Post

Lizzy Graham Editor

Alejandro Villagran Assistant Editor

Ryan Smith Producer

Caitlin Grady Executive Producer

Carbon

Aubrey Woodiwiss Head of Color

Joe Nash Head of Production

Chris Wiseman Flame Artist

Joe Scaglione Flame Artist

AUDIO: Honeymix

Eric Thompson Mixer

Mary Tomasiewicz Executive Producer

MUSIC: Future Perfect

Maxwell Gosling Executive Producer

RADIO PRODUCTION: Pomann Sound

Justin Kaupp Audio Engineer

Josh Moyer Producer