Forsman & Bodenfors NY's Touching 'Firsts' PSA for Ad Council Supports Teen Adoption

The Ad Council has launched a new series of public service advertisements (PSAs) created pro bono by advertising agency Forsman & Bodenfors New York.

The campaign, "Firsts," highlights the importance of adopting teens from foster care and emphasise 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. 

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.

“This campaign has made a lasting impact on so many lives since it first launched in 2004, and we’re not done yet,” said Lisa Sherman, president and CEO of the Ad Council. “So far, we have helped more than 30,000 youth find homes and are thrilled to watch that number continue to grow as more potential adoptive parents become aware of the issue and give teens in foster care the love and stability they deserve, including the many ‘firsts’ they will experience as a family.” 

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.

“As a platform, ‘Firsts’ offers enormous creative potential, allowing us to dial up emotion and humor in different channels: TV spots that tug at the heart, clever social animations, and documentary storytelling grounded in a real family,” said Forsman & Bodenfors New York creative Matt Creamer. “The common thread is work that makes a powerful statement to potential adoptive parents, reminding them that whether your child is 15 months or 15 years there are plenty of ways to shape their minds and hearts.”

The Ad Council will distribute the new PSAs to media outlets nationwide this week. Per the Ad Council’s model, the PSAs will run in time and space donated by the media. Since the initial launch of the campaign in 2004, the campaign has received more than $595 million in donated media support across television, radio, print, out-of-home and digital media. At launch, AdoptUSKids will be supporting the campaign by hosting a Facebook Live event, featuring engaging discussions with adoptive parents and adopted teens. AdoptUSKids will also premiere the new PSAs during a Facebook Live stream.

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.