The Drum Awards Festival - Official Deadline

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Date: Oct 2018
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The U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF), AdoptUSKids and the Ad Council launched a new series of public service advertisements (PSAs). The new PSAs, created pro bono by advertising agency Forsman & Bodenfors New York, highlight the importance of adopting teens from foster care and emphasize the many “firsts” families experience when adopting a teen from foster care.

Approximately one in five youth in the US foster care system waiting to be adopted are teens, and the number of teens in foster care continues to increase. Teenagers in foster care face a particularly challenging time getting adopted, with 15- to 17-year-olds, after the termination of parental rights, waiting on average twice as long for an adoptive home as children/youth 14 years of age and younger. No matter their age, all kids need a supportive, loving home, and the teenage years are an especially critical period for parental help and guidance.

Many parents look forward to their journey of raising a family and experiencing “firsts” with their babies — such as first steps and first words — but often don’t think of first experiences with teens. The new creative, an extension of the campaign’s successful “you don’t have to be perfect to be a perfect parent” strategy, highlights the impact of adopting teens from foster care and showcases that there are many “firsts” for families to share, regardless of their child’s age.

The new PSAs feature lighthearted scenarios ranging from asking someone to prom, getting a driver’s license, handling a first break-up, and playing in their first big game. Each PSA ends with “You don’t have to be perfect to be a perfect parent. Thousands of teens in foster care can’t wait to share their firsts with you,” reassuring prospective parents that they can certainly provide the love, stability and security that teens in foster care need and deserve. The new set of creative assets include TV, and digital materials.

The PSAs direct audiences to visit AdoptUSKids.org or to call 1-888-200-4005 to receive information about the foster care system and the adoption process. Potential foster and adoptive families can also call 1-877-236-7831 for information in Spanish.

A follow-up was done as a docu-style film that tells the true story of how an adoptive family celebrates real milestones with their child--no matter what age they are. Animated by Andrew D. Zimbelman and directed and edited by Forsman & Bodenfors in-house studio, “Firsts with the Arntson’s” tells the story of the Arnston family, who added to their family of four by adopting Isaiah as a teen.

Credits

AGENCY: F&B (forsman & bodenfors)

CLIENT: Ad Council, AdoptUSKids

F&B

GROUP CREATIVE DIRECTOR: Matt Creamer

GROUP CREATIVE DIRECTOR: Andreas Baumert

COPYWRITER: Kristin Cubbison

ART DIRECTOR: Tim Austin

HEAD OF PRODUCTION: Madison Wharton

DIRECTOR OF CONTENT PRODUCTION: Kim Jose

AGENCY PRODUCER: George Marks

BUSINESS MANAGER: Matthew Friday

PLANNER/ STRATEGIST: Hudson Sullivan

BUSINESS DIRECTOR: Michael Levitt

BUSINESS DIRECTOR: Elizabeth Asselin

ASSISTANT ACCOUNT EXECUTIVE: Osama Hamed

PRODUCTION CO:

PRODUCTION COMPANY NAME: Biscuit Filmworks

DIRECTOR: Clay Weiner

DIRECTOR OF PHOTOGRAPHY (DOP): Ryley Brown

EXECUTIVE PRODUCER: Holly Vega

LINE PRODUCER: Lisa Stockdale

EDITORIAL

EDITORIAL COMPANY NAME: Cosmo Street Editorial

EDITOR: Mark Potter

ASSISTANT EDITOR: George Irizarry

EXECUTIVE PRODUCER: Maura Woodward

PRODUCER: Paolo Solarte

MUSIC/ SOUND DESIGN:

MUSIC COMPANY: Score-A-Score

COMPOSER/ ARTIST/ TITLE: Matt Abeysekera

AUDIO MIX:

COMPANY NAME: Sound Lounge

AUDIO MIXER: Seth Phillips

COLOR:

COMPANY NAME: Company 3

COLORIST: Tim Masick