Adoption from Foster Care Campaign Toolkit
Here you'll find everything you need to help us extend the reach of this important campaign. We have included the PSAs and videos, helpful tips on engaging media partners and other partners in your local community, and more.
About the campaign
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 and teens from foster care.
Today, nearly 109,000 youth under age 18 are waiting to be adopted. Teens face particularly long wait times and have lower adoption rates than younger children—yet all kids, regardless of age, need a supportive, loving family.
Today, nearly 109,000 youth under age 18 are waiting to be adopted. Teens face particularly long wait times and have lower adoption rates than younger children—yet all kids, regardless of age, need a supportive, loving family.
Resources to promote the campaign and spread awareness
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Campaign Fact SheetOne-page overview with background information and historical context for the Adoption from Foster Care campaign.
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Campaign Talking Points (English)Key facts, statistics, and messaging to support clear and consistent campaign communication.
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Campaign Talking Points (Spanish)Spanish-language version of the talking points with key facts and campaign messaging.
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Characteristics AnalysisReport detailing the demographic breakdown of children and youth 11 to 17 years old photolisted on the AdoptUSKids website.
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Going Beyond Recruitment (for Sibling Groups)Document providing valuable tools and information to aid in the recruitment of prospective adoptive families for older sibling group youth in the foster care system.
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Going Beyond Recruitment (for Siblings)Document providing valuable tools and information to aid in the recruitment of prospective adoptive families for older siblings in the foster care system.
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Going Beyond Recruitment (for Siblings)Document providing valuable tools and information to aid in the recruitment of prospective adoptive families for older siblings in the foster care system.
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Talking with Older Youth About AdoptionTip sheet with practical advice and language to help guide conversations with older youth about permanency, adoption, and belonging.
Frequently Asked Questions
- What is the adoption campaign?
- Since 2004, the Ad Council has partnered with the U.S. Department of Health and Human Services’ Children’s Bureau and AdoptUSKids on a national adoption recruitment campaign to encourage the adoption of children and teens from foster care. There are nearly 109,000 youth under the age of 18 waiting to be adopted. Teens have lower adoption rates than younger children, and often wait longer to be adopted. But no matter their age, all kids need a supportive and loving family, and the teenage years are an especially critical time for parental help and guidance.
- Who is the adoption campaign's target audience?
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Adults ages 35 to 60-years-old, specifically prospective adoptive parents that have considered adopting but have not yet started the process.
- What is the latest adoption campaign PSA?
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The latest campaign PSAs showcase adoptive families sharing their personal stories of adoption and the mutual rewards that come with it. The PSAs feature the tagline “You can’t imagine the reward,” reassuring prospective parents that adopting a teen can bring growth and joy – both for parents and teens – in new and life-changing ways.
- What is the adoption call to action?
- Visit AdoptUSKids.org or call 888-200-4005 to learn more about the adoption process
- How do I get copies and access the public service announcements?
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All PSAs are available for preview and can be accessed by media supporters on our site.
To download our PSAs, you will be required to sign up for assets here and create a new username and password. You can browse and preview our PSAs by using our enhanced search functionality, including faceted search with new filter options. You can search by "Campaign", "Asset" and/or "Media Type." You can also use the advanced search or keyword search for more options. Once you find the PSAs you are interested in and you are ready to download you will be required to sign in using your username and password.
AdCouncil.org Features Include:
• TV, Radio, Online/Mobile, Print & Out Of Home formats available - including broadcast quality HD + SD TV spots
• Enhanced search functionality, including faceted search with new filter options
• Cart feature with options to download PSAs from cart, email PSAs from cart, or save PSAs to your FTP server
Once you access these files, you can use them for educational purposes or in donated media space and time. We would appreciate your help in encouraging media stations or websites to donate space for these ads. To help you with that process, we have some support materials available in the Media Outreach section. Please note: expired PSAs are NOT available for broadcast.
