New PSAs focus on the importance of adopting teenagers from foster care
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Washington, DC (September 21, 2017) – New public service advertisements (PSAs) launched today by the Children’s Bureau at the Department of Health and Human Services (HHS) Administration for Children and Families (ACF) in partnership with the Ad Council, AdoptUSKids and KBS, highlight the importance of adopting teens from foster care and emphasize that adoptive and potential adoptive parents do not have to be a perfect parent in order to adopt youth from foster care.
Older children in foster care, particularly teenagers, have a hard time being adopted from foster care. Of the estimated 428,000 youth in the U.S. foster care system, 112,000 youth are currently waiting for adoptive families.
“All of us – and that includes teens in foster care who are waiting to be adopted – need and want families to support us and to give us the connections, relationships, and sense of belonging that are so critical to our well-being,” said Jerry Milner, associate commissioner at the Children’s Bureau, and the acting commissioner for the Administration on Children, Youth and Families.
The PSAs feature the theme of “What to Expect When You’re Expecting… A Teenager” to recognize that being there for a teenager is the most important role that an adoptive parent can play as well as encouraging the adoption of teens from foster care.
“The parents and families who adopt older teens from foster care enrich their own lives while providing an incredible impact on the lives of the adopted children and teens at a time when it is needed most,” said Milner. “We are proud to sponsor the Adoption from Foster Care campaign to encourage adoptions of teens nationwide.”
KBS collaborated with Heidi Murkoff, the author of “What to Expect When You’re Expecting” on the PSAs, which include TV, out-of-home, print and digital materials. The PSAs feature videos of well-intentioned moms and dads attempting to give new parents of teens step-by-step parenting tutorials in the What to Expect When You’re Expecting tone – namely how to wake up your teen and how to teen-proof your home. The print, digital and out-of-home creative parodies the original book cover and illustrations by humorously showing common scenarios parents can expect when adopting a teen, such as confusing text messages, binge-watching and prom proposals.
You don’t have to be perfect to be a #PerfectParent. Learn more at AdoptUSKids.org #Adoption Tweet
“We’re excited to infuse this very successful campaign with the cultural relevance of What to Expect When You’re Expecting,” said Michele Kunken, Executive Creative Director at KBS. “We were really lucky that Heidi, the author of What to Expect When You’re Expecting, was so passionate about this cause and was willing to partner with us and lend her support. We’re hoping this new take on the ‘Perfect Parent’ campaign will bring AdoptUSKids even more awareness and lead to even more adoptions from foster care.”
The Children’s Bureau provides funding to AdoptUSKids to raise public awareness about the need for families for children in foster care, and assist states, territories and tribes to recruit and retain foster and adoptive families and connect them with children.
The Ad Council will distribute the new PSAs to media outlets nationwide this week. Per the Ad Council’s model, the PSAs will run in time and space donated by the media. Since the initial launch of the campaign in 2004, the campaign has received more than $565 million in donated media support across television, radio, print, out-of-home and digital media.
The PSAs direct audiences to visit AdoptUSKids.org or to call 1-888-200-4005 (English) or 1-877-236-7831 (Spanish) to receive information about the foster care system and the adoption process.
“The many thousands of teens in foster care are there at no fault of their own and are just as in need of family as anyone,” said Lisa Sherman, president and CEO of the Ad Council. “This project has already helped more than 28,000 youth find their forever families and experience the many milestones teens first encounter. We hope that this new work inspires prospective parents to consider adopting teens from foster care and become the pillar of stability and love every teen needs.”
For more information about adoption, or about becoming an adoptive parent to a child from foster care, please visit AdoptUSKids.org or visit the AdoptUSKids social communities on Facebook and Twitter.
U.S. Department of Health and Human Services’ Administration for Children and Families
Within the Department of Health and Human Services (HHS), the Administration for Children and Families (ACF) is responsible for federal programs that promote the economic and social well-being of families, children, individuals, and communities. The Administration on Children, Youth and Families (ACYF) administers national programs for children and youth; works with states, tribes, and local communities to develop services that support and strengthen family life; seeks joint ventures with the private sector to enhance the lives of children and their families; and provides information and other assistance to parents. Many of the programs administered by ACYF focus on children from low-income families; abused and neglected children; children and youth in need of foster care, independent living, adoption or other child welfare services; preschool children; children with disabilities; runaway and homeless youth; and children from Native American and migrant families. For more information on ACYF’s adoption programs, please visit https://www.acf.hhs.gov/programs/cb/focus-areas/adoption.
AdoptUSKids is a multi-faceted, federally funded project whose mission is to raise public awareness about the need for families for children in foster care, and assist states, territories and tribes to recruit and retain foster and adoptive families and connect them with children. The project is managed through a cooperative agreement with the Children’s Bureau at ACF.
The Ad Council
The Ad Council is a nonprofit organization with a rich history of marshaling volunteer talent from the advertising and media industries to deliver crucial messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action and saving lives. To learn more about the Ad Council and its campaigns, visit AdCouncil.org, like us on Facebook, follow us on Twitter or view our PSAs on YouTube.
KBS is a global agency that helps companies thrive in today’s tech-infused culture through the application of integrated solutions and capabilities including: advertising, social, content, CRM, creative technology, experiential, data and analytics, media planning and buying and product innovation. Our global network includes offices in New York, Los Angeles, Toronto, Montreal, London and Shanghai. Our clients around the world include BMW, American Express, Unilever, Bank of Montreal, Harman, Stanley Black & Decker, Thomas Cook Group, Vodafone, Compare the Market, Alibaba, Jose Cuervo and Vanguard. For more information, visit www.kbsagency.com.
ACF Office of Communications