Adoption from Foster Care (2013)

BACKGROUND:
In 2004, the Ad Council partnered with the Children’s Bureau and AdoptUSKids on a national adoption recruitment campaign to encourage the adoption of children from foster care. PSAs have been developed with a specific annual focus including, teens, Spanish-language, sibling groups, and children 8 and older. The consistent tag line, “You don’t have to be perfect to be a perfect parent,” has been used to communicate a humorous angle to the seemingly challenging task of adopting a child from foster care, reassuring prospective parents that even if not ‘perfect,’ they have the ability to provide the stability and security that children in foster care need and deserve.

CAMPAIGN OBJECTIVE:
To encourage the adoption of children from the U.S. foster care system and to increase the number of potential families inquiring about adoption. The campaign encourages potential adoptive parents to call 888.200.4005 or visit www.adoptuskids.org to find out more information about adopting children from foster care.

TARGET AUDIENCES:

  • Primary: Prospective parents who are considering adopting from foster care but who have not yet started the process
  • Secondary: General public

KEY MESSAGE:
You don’t have to be perfect to be a perfect parent.

DONATED MEDIA:
Over $346 million in donated and earned media support from 2004-2012.

MEASURABLE RESULTS:
Since the 2004 campaign launch, there have been over 20 million visits to the AdoptUSKids website, over 218,000 inquiries, and more than 17,000 children have been adopted from foster care.

KBS+, the pro bono agency on our Adoption from Foster Care campaign, created a video case study to highlight the effectiveness of the PSAs.

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