Ad Council’s heartwarming campaign totally flips the script on adoption

Adoption can be a lengthy, emotional process, but it’s even more difficult for teens in foster care. A heartwarming new campaign from the U.S. Department of Health and Human Services, Administration for Children and Families, AdoptUSKids and the Ad Council is proving that adopting teens and older children can be just as rewarding journey toward being a family. According to the most recent Adoption and Foster Care Analysis and Reporting System data, teens constituted 22% of youth waiting to be adopted in the foster care system, but account for only 12% of those adopted. It can often take twice as long for a teen to get adopted compared to younger children. In “Parents Adopted,” a group of parents of all ages, races and backgrounds sit on their living room couches to discuss when they were “adopted.” As the parents talk, the viewer starts to realize the people who did the adopting were teens who had been in foster care. As the spot progresses, these teens come into frame and the viewer learns that adoption is a mutual decision and rewarding for both parents and teens. The PSAs, which were developed pro bono by Edelman, are the latest in a series of almost 20 years of the “You Can’t Imagine the Reward” campaign, which showcases real adoptive families sharing their adoption stories. The campaign encourages viewers to visit AdoptUSKids.org to learn more about the adoption process. The PSAs will run in donated time slots and are supported by the MMI Agency. Since the initial launch of the campaign in 2004, the campaign has received more than $829 million in donated media support across television, radio, print, out-of-home and digital media.

Ad Council’s heartwarming campaign totally flips the script on adoption

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