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

Short film shows how adopting teens can be a rewarding journey toward being a family

Published On
Oct 30, 2023
2 Parents sit on a couch in a living room in an Ad Council ad for adopting teens in foster care

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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 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.


Oct 30, 2023
Agency :
Agency :
Ad Council
Group Executive Producer :
Cindy Chapman
Senior Producer :
Natasha Correa
Executive Creative Director :
Isidoro Debellis
Associate Creative Director :
Andres Landivar
Associate Creative Director :
Zack Swyers
Vice President Brand :
Katie Stemler
Vice President Strategy Director :
Kate Endeley
Senior Business Affairs Manager :
Tanille Day-Walker
Chief Campaign Development Officer :
Michelle Hillman
VP Group Campaign Director :
Cece Wedel
Campaign Director :
Mary Zost
Campaign Manager :
Milan Genovese
Assistant Campaign Manager :
Diego Villegas

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