New PSAs: Adopt Older Kids

Ad Council Effort Seeks to Reassure Potential Parents

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In its latest PSA campaign, launched this week, the Ad Council is promoting the adoption of kids ages 8 to 12 by reassuring prospective parents that they can provide stability and security for older children. The new campaign, introduced along with the U.S. Department of Health and Human Services' Administration for Children and Families and AdoptUSKids, was created pro bono by kirshenbaum bond senecal+partners and Revolucion. The effort coincides with National Adoption Month.

More than 26,000 preteens in the U.S. foster care system are available for adoption, according to the Administration for Children and Families Adoption and Foster Care Analysis Report System. These children are over-represented in the foster care population because prospective parents are often hesitant to adopt an older child as they don't think they can care for that child.

TV radio, print, outdoor and digital PSAs seek to counter that , using the tagline "You don't have to be perfect to be a perfect parent." The PSAs direct viewers to the website or to call 888-200-4005. Spanish-language PSAs ask viewers to visit or call 877-ADOPTE1 for more information.

The new effort is part of a PSA campaign that debuted in July 2004 by the Ad Council, ACF, AdoptUSKids and kirshenbaum bond senecal+partners to encourage the adoption of kids in foster care. Since then, more than 13,000 children who were photo-listed on have been placed in a permanent family, and the campaign has received more than $300 million in donated media support.

"In our seventh year of a tremendously successful campaign with HHS and AdoptUSKids, we are encouraging adults to open their hearts to the thousands of preteens that are available for adoption from foster care," said Ad Council President-CEO Peggy Conlon in announcing the new PSAs. "We know the media will lend their support to these heartwarming PSAs to help shed light on the importance of foster care adoption."

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