New PSAs Inspired by Real Adoption Stories Motivate Parents to Consider Adopting Teens from Foster Care

New PSAs Inspired by Real Adoption Stories Motivate Parents to Consider Adopting Teens from Foster Care

Sep. 20, 2022

The U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF), AdoptUSKids, and the Ad Council today launched new emotional public service advertisements (PSAs) that encourage prospective parents to adopt teens from foster care. Created by Durable Goods, the PSAs are inspired by the stories of real adoptive families that highlight how rewarding adoption is for both parents and teens.

According to the most recent Adoption and Foster Care Analysis and Reporting System (AFCARS) data, teens (13–18 years of age) constituted 21% of the children/youth waiting to be adopted in the foster care system, but account for only 10% of those adopted. Teenagers in foster care can face a particularly challenging time getting adopted and may wait up to twice as long to achieve permanency than younger children.

Michelle Hillman, Chief Campaign Development Officer of the Ad Council said:

"Our goal for these new PSAs is to continue to share poignant and emotional stories as genuine as the teens and parents who inspired them. Through these films, we can help prospective parents see the rewards that come with adopting teens from foster care: a lifetime of memories and experiences that both parents and children benefit from." 


Aysha E. Schomburg, Associate Commissioner, Children’s Bureau said:

"These exciting new PSAs demonstrate to prospective parents that adopting a teenager means experiencing all of the love, joys, challenges, and rewards of parenting. Teens never outgrow the need for a healthy family, and many teens who are in foster care especially benefit from the love, support, and stability that adoption can provide. Parents, teenagers, siblings, extended family, and communities all benefit when parents adopt a teenager and begin a new chapter of their family’s story together."


Many prospective parents look forward to big life moments, such as seeing a child take their first steps or celebrating their first day of school, but oftentimes don’t think of the rewards that can come with raising a teen.  Developed by Durable Goods, the new PSAs are an extension of the campaign’s "You Can’t Imagine the Reward" platform and showcase the positive impact teens and their adoptive parents have on one another. One PSA, "Portrait," highlights some of the small moments that can build up to a lifetime of rewards, such as exploring new interests and creating memories together as a family. A second PSA, "Lucky Ones," emphasizes the rewards of family bonding and showcases how families can celebrate new milestones such as high school graduations. The work directs audiences to visit to learn more about adopting a teen from foster care. Parents can also call 1-888-200-4005 to receive information about the foster care system and the adoption process. Potential foster and adoptive families can also call 1-877-236-7831 for information in Spanish.

Meghan Frederico, Durable Goods Director said:

"This was such a special project. I spent six months working closely with the team to research, concept, and script these films, and it all began by speaking with families who had adopted teens from foster care. These conversations ran the gamut from tear-jerking to hilarious, and it was important to me that our work captured that full spectrum of emotion. Not just the emotional resonance of their stories, but also the vitality, joy, and spirit of these families."


Per the Ad Council’s model, the PSAs will run in time and space donated by the media. The campaign is supported by longtime agency of record MMI Agency, who is extending the reach of the latest creative by securing donated media placements. Since the initial launch of the campaign in 2004, the campaign has received more than $735 million in donated media support across television, radio, print, out-of-home and digital media.

Related News

Sep. 12, 2022

Durable Goods Signs Korean-American Director Kevin Berlandi

Berlandi started as a production assistant on various Hollywood blockbusters

Aug. 17, 2022

Durable Goods Director Sam Ciaramitaro Revs Up "Corvette Academy"

Durable Goods recently teamed up with Commonwealth to produce a digital campaign introducing the all-new 2023 Corvette Z06

Jul. 20, 2022

Durable Goods Signs Director Karima Asaad

The addition of award-winning Australian director Karima Asaad for commercials and branded content in the US

Latest News

Oct. 03, 2022

Ad of the Day | Vodafone Ireland Celebrates Life’s Most Reliable Connections

Vodafone Ireland and Grey London have created a new multi-platform campaign to launch its new connected home product Vodafone GigaHome

Oct. 03, 2022

Lindex Highlights the Importance of Examining Breasts Regularly

Lindex, a Swedish fashion company, is launching its new activation called Support Your Sisters