Since 2004, the Ad Council has partnered with the U.S. Department of Health and Human Services’ Children’s Bureau and AdoptUSKids to encourage the adoption of children from foster care. This national adoption recruitment campaign reassures potential parents by consistently delivering the “you don’t have to be perfect to be a perfect parent” message.
The campaign currently highlights the need for families for teens. Of the 428,000 youths under the age of 18 in the U.S. foster care system,112,000 are currently waiting for adoptive families. 43% of all children available for adoption on AdoptUSKids.org are 15 to 18 years old, yet only 5% of all children adopted in 2015 were between the ages of 15 to 18.
Using humorous angle to communicate the seemingly challenging task of adopting a teen from foster care, this award-winning campaign reassures prospective parents that even if they are not “perfect,” they can provide the love and stability that older youth in foster care need and deserve. The latest PSAs parody the iconic pregnancy guide, What to Expect When You’re Expecting, to feature scenarios of well-intentioned parents attempting to offer step-by-step parenting tutorials for new parents of teens (teen-proofing a home, waking up a teen, etc.).
These lighthearted and charming PSAs reassure potential parents that teens in foster care don’t need perfection; they need the love and commitment a permanent family can provide.The PSAs direct audiences to visit AdoptUSKids.org, call 1-888-200-4005 (English), or 1-877-236-7831 (Spanish) to learn more the adoption process.