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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.
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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.

There were more than 318,000 children and youth under the age of 18 in the U.S. foster care system as of September 30, 2023. 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.

There were more than 318,000 children and youth under the age of 18 in the U.S. foster care system as of September 30, 2023.

Adopted teenage son and father smile at the camera

Adoption Campaign Fact Sheet

One-page overview with background information and historical context for the Adoption from Foster Care campaign.
Adopted family sits on a couch smiling

Campaign Talking Points

Key facts, statistics, and messaging to support clear and consistent campaign communication. Available in English and Spanish.
Resources to promote the campaign and spread awareness
  • Campaign Fact Sheet
    One-page overview with background information and historical context for the Adoption from Foster Care campaign.
    Adoption from Foster Care One Pager_08.19.25.pdf
    296 KB
  • Characteristics Analysis
    Report detailing the demographic breakdown of children and youth 11 to 17 years old photolisted on the AdoptUSKids website.
    Characteristics-Analysis_FY-2017.pdf
    815 KB
  • 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.
    GoingBeyondRecruitment_SiblingGroups.pdf
    93 KB
  • 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.
    GoingBeyondRecruitment_Siblings.pdf
    216 KB
  • 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.
    GoingBeyondRecruitment_Siblings.pdf
    216 KB
  • Talking with Older Youth About Adoption
    Tip sheet with practical advice and language to help guide conversations with older youth about permanency, adoption, and belonging.
    TalkingtoOlderYouth2016.pdf
    1 MB

Frequently Asked Questions

Contact

For questions related to the campaign, please contact us below.