kbs+ & Ad Council's Heroic Ads for US Foster Care

Today, nearly 102,000 children (under 18 years of age) are available for adoption from the foster care system in the United States; more than 30 percent (31,000) are between the ages of 11 and 17, according to the Adoption and Foster Care Analysis Report System (AFCARS 2012). To encourage prospective parents to consider adopting an older youth from foster care, the U.S. Department of Health and Human Services, AdoptUSKids and the Ad Council are unveiling new public service advertisements (PSAs) today.

“Every young person deserves the chance to grow up in a permanent, loving family,” said JooYeun Chang, Associate Commissioner of the Children’s Bureau. “These heartwarming ads remind us that no child is too old for a family, and no parent need be perfect to provide a loving home.”

Created pro bono by advertising agency Kirshenbaum Bond Senecal + Partners (kbs+), the new television, radio, print, outdoor and digital PSAs end with the tagline: “You don’t have to be perfect to be a perfect parent.” The objective is to reassure potential parents that all kinds of people have the potential to make a positive impact on a child’s life. All of the PSAs direct audiences to visit AdoptUSKids.org or to call 1-888-200-4005 (English) to receive the latest information about the foster care system and the adoption process.

“This year, we wanted to take a fresh approach to the campaign and tell the story from the perspective of adopted children,” said Michael Abell and Kevin Gentile, Creative Directors at kbs+. “Using humor, the children demonstrate, in their own words, how they are able to look past flaws and mistakes and see their adoptive parents as heroes.”

“Through our partnership with HHS and AdoptUSKids, we have developed a truly remarkable campaign that has provided more than 21,000 children with permanent, loving homes,” said Ad Council President & CEO Peggy Conlon. “Thousands of older youth are looking for ‘imperfect parents’ today and we know that through the support of the media we can reach even more prospective parents.”

In addition to the PSAs, a Facebook Chat will take place today from 2 to 3 pm ET on AdoptUSKids’ Facebook page to connect prospective parents with campaign representatives, parents and their adopted older youth. The online chat will also be an opportunity to debunk many of the top myths about foster care adoption, including:

1. Adoption is expensive. Families who work directly with a public agency typically incur no costs. Families who use a private agency, which will, in turn, work with the public agency in their state or county, may have some out-of-pocket expenses.

2. You have to be married. You do not have to be married to adopt in most states. Many children have been very successfully adopted by single parents.

3. You have to have a college degree. Having a high school diploma or college education is not required. What is important is that you have the stability, compassion, and commitment to raise a child, as well as being flexible and have a good sense of humor.

4. You have to own a home and each child has to have their own room. You can rent your home or live in an apartment or a mobile home so long as your living situation is a stable one. Also, each child needs a bed of their own not room of their own.

5. You can only adopt a child who is the same race and ethnicity as you. Federal law prohibits the delay or denial of an adoptive placement based on the race or ethnicity of a child in U.S. foster care and the prospective parent or parents who are seeking to adopt them. The only exception to this law is the adoption of Native American children where special considerations apply.

Since July 2004, the Ad Council has partnered with ACF, AdoptUSKids and kbs+ on a national multimedia campaign to encourage the adoption of children from foster care. Since the creation of the campaign, nearly 34,000 families have registered to adopt through AdoptUSKids. The campaign has received more than $397 million in donated media support across television, radio, print, outdoor and digital media. Per the Ad Council model, the new PSAs will run and air in advertising time and space that is donated by the media.

Credits

Ad Council/AdoptUSKids 2014 TV Campaign

“Outdoors,” “Teacher” + “Vacation”

Title of Work: “Outdoors,” “Teacher” + “Vacation”

Agency: kbs+

Client: Ad Council/AdoptUSKids

President & Co-Chief Creative Officer: Ed Brojerdi

Co-Chief Creative Officer: Izzy DeBellis

Creative Director/Copywriter: Mike Abell

Creative Director/Art Director: Kevin Gentile

Senior Content Producer: Dennis McKinley

Head of Production: Jenny Read

VP, Campaign Director: Rowena Patrick, Ad Council

Campaign Manager: Mike Horvath, Ad Council

AdoptUSKids CEO: Rachel Pratt

AdoptUSKids National Project Director: Kathy Ledesma

AdoptUSKids Marketing, Communications Director: Melissa Otero

AdoptUSKids NRC Director: Jill May

Production Company: Independent Media Inc., Los Angeles

Director: Danny Leiner

Executive Producer: Susanne Preissler

Head of Production: Marc Siegel

Line Producer: Denise Rocchietti

Director of Photography: Chung-Hoon Chung

Production Designer: Adrina Rose Garibian

Costume Designer: Danny Flynn

Post Production Company: Cut + Run, New York

Editor/Outdoors + Vacation: Jon Grover

Editor/Teacher: Adam Bazadona

Executive Producer: Rana Martin

Producer: Ashley Thompson

Flame: Joseph Grosso

Flame Assistant – Matthew Dolven

Colorist: Tom Poole, Company 3

Mixer: Rob DiFondi, Sound Lounge

Partner & Director of Client Services: Steve McCall, kbs+

Account Supervisor: Shari Benowich, kbs+

Account Executive: Zach Fryman, kbs+

Senior Content Business Affairs Manager: Cindy Hoffman, kbs+