AdoptUSKids Promotes Teen Adoption Through Inspiring PSAs | Clapboard

AdoptUSKids

In November 2021, AdoptUSKids, in collaboration with the U.S. Department of Health and Human Services (HHS), the Administration for Children and Families (ACF), and the Ad Council, launched a poignant public service campaign created by the ad agency Barbarian to encourage prospective parents to adopt teens from foster care. This impactful film campaign, consisting of two powerful media assets, draws on authentic stories of teens adopted from foster care to highlight the profound and rewarding experience of adoption for both parents and teens alike. The campaign addresses a critical social issue, emphasizing that each year approximately 20,000 youth age out of foster care without the security and support of a loving family. By focusing on teens, who often face longer waits for adoption than younger children, the campaign seeks to dispel misconceptions and raise awareness of the unending need for nurturing families, regardless of age. One of the key PSAs, titled "Sisters :60 | Adoption from Foster Care," serves as a heartfelt reminder to prospective parents of the unexpected joys and lifelong rewards that come with adopting a teen. The campaign’s messaging is designed not only to inspire but also to inform audiences, directing them to AdoptUSKids.org for further information on adoption from foster care. Spearheaded by the Ad Council, known for blending creativity with social causes to generate impactful change, this campaign continues their legacy of iconic public service initiatives aimed at raising awareness, inspiring action, and transforming lives. Through authentic storytelling and emotional resonance, the AdoptUSKids campaign shines a spotlight on the transformative power of adoption, encouraging families across the United States to open their hearts and homes to teens in foster care.

Credits

Client

AdoptUSKids

Agency

Barbarian

The AdoptUSKids campaign, launched in November 2021, centers on encouraging prospective parents to consider adopting teenagers from foster care, a demographic that often faces longer waits and fewer adoption opportunities than younger children. The core brand proposition emphasizes the mutual, transformative rewards that come from opening a home to teens aging out of foster care. By showcasing authentic, inspirational stories of families who have adopted teens, the campaign conveys that the need for love and support extends beyond early childhood and highlights the profound impact adoptive relationships can have on both parents and teenagers. Strategically, the campaign leverages the emotional resonance of real-life narratives to dismantle misconceptions around adopting older children. The insight that many youths exit the foster system without permanent families serves as a catalyst for its call to action, aiming to shift public perceptions and mobilize adults who may otherwise be hesitant about teen adoption. The use of documentary-style storytelling lends credibility and relatability, allowing viewers to connect with the lived experiences of adoptive families on a personal level. By targeting potential adoptive parents through a public service platform and partnering with trusted entities like the Ad Council and government bodies, the campaign positions itself as an authoritative source of inspiration and information, designed to motivate meaningful behavioral change in the realm of foster care adoption.

FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution. This campaign fits FORMAT#5 because it is inspired by true stories of teens being adopted from foster care, with the narrative centered on the transformative experience for both parents and teens. The PSA leverages the story arc of teens finding families and the mutual rewards of adoption. The brand (AdoptUSKids) is the decisive agent enabling this positive resolution, making “adoption” the critical turning point in each narrative and aligning perfectly with the exemplary story creative device. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Child Welfare League of America (CWLA) – Positioned as a national leadership and advocacy organization focused on improving child welfare practices, CWLA differentiates itself by providing extensive research, policy advocacy, and training to support foster care and adoption systems, emphasizing systemic improvements and child well-being on a broad scale. 2. Dave Thomas Foundation for Adoption – Known for its commitment to finding forever families for children in foster care, this foundation leverages its strong ties to the Wendy’s brand and high-profile marketing campaigns to raise awareness and funds, focusing particularly on children waiting the longest to be adopted. 3. Adopt a Family of a Soldier (AFOS) – Though slightly more niche, AFOS targets families wishing to support children of military personnel. It differentiates by connecting community support and adoption with patriotic service, often highlighting stability for children affected by military family circumstances. 4. National Council For Adoption (NCFA) – As a nonprofit advocacy group, NCFA focuses on public policy reform and awareness around all forms of adoption, including foster care adoption, positioning itself as a thought leader and policy influencer dedicated to simplifying and increasing adoption rates. 5. Foster Care to Success (FC2S) – This organization stands out by supporting foster youth beyond adoption, offering scholarships, mentoring, and support services to help transition foster kids into successful independent adults, thus addressing the broader lifecycle challenges faced by foster youth.