US Creative Work of the Week: Ad Council campaign drives older foster kid adoption
Older foster kids deserve a chance to be adopted and experience milestones like first dates, first big games and even first breakups. That’s the concept behind the US Department of Health and Human Services (HHS), Administration for Children and Families (ACF), AdoptUSKids and the Ad Council’s series of public service advertisements (PSAs).
The new PSAs, created pro bono by advertising agency Forsman & Bodenfors New York, to highlight the importance of adopting teens from foster care and emphasize the many “firsts” families experience when adopting a teen from foster care.
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.
Firsts in the campaign include asking someone to prom, getting a driver’s license, handling a first breakup, 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.”
For bringing light to older adoptions in a caring and positive way, The Drum’s readers voted the campaign the US Creative Work of the Week.
To view the campaign, please click on the Creative Works box below.
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