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2009 by Target Market News Inc. All rights reserved
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Ad Council, U.S.
government launch campaign promoting adoption of black children
(October 27, 2009) The Advertising Council, in partnership with the U.S.
Department of Health and Human Services' (HHS) Children's Bureau and
AdoptUsKids, announced today the launch of a campaign designed to
encourage the adoption of African American children from foster care.
According to the Administration for Children and Families, there are
currently 496,000 children in the foster care system and, of these,
130,000 are available for adoption. Thirty-one percent of the children
in foster care waiting to be adopted are African American; African
American children are overrepresented in the foster care population
relative to their percentage in the U.S. general population.
"We are optimistic that this campaign will result in a significant
increase in inquiries to AdoptUsKids by families who are interested in
adoption, specifically the adoption of older African American children
and youth in foster care in the United States," said Kathy Ledesma,
Project Director, AdoptUsKids. Created pro bono by kirshenbaum bond
senecal + partners, the new multimedia campaign which includes
television, radio, and print PSAs, is designed to help prospective
parents realize that "You don't have to be perfect to be a perfect
parent." It also aims to significantly increase awareness of the need to
provide loving, permanent families for children in the foster care
The new PSAs illustrate to potential parents that children in foster
care don't need perfection, they need the commitment and love a "forever
family" can provide. The PSAs direct audiences to visit
www.adoptuskids.org, or call 1-888-200-4005 for more information on the
"We are thrilled to be partnering with the Children's Bureau and
AdoptUsKids on this humorous and heartwarming campaign that has inspired
thousands of Americans to consider adopting a child from foster care,"
according to Peggy Conlon, President & CEO of The Advertising Council.
"I am confident that these new PSAs will help increase the adoption of
African American children."
The new PSAs are an extension of the previously successful campaign,
launched in 2004, which focused on the adoption of children from foster
care. The need for adoptive homes for older children, sibling groups,
and children of color is especially great and the campaign has therefore
targeted prospective homes for those populations. In the first 18 months
following the launch, calls to the AdoptUsKids toll-free number
increased by 236%. Additionally, more than 11,000 children whose
pictures and biographies were featured on the AdoptUsKids website have
been placed with a "forever family."
"The insight that you don't have to be perfect to be a perfect parent is
a great platform that continues to allow us to create both meaningful
and entertaining work across all channels. The campaign is a classic for
the agency yet we continue to evolve and find fresh ways to inspire
prospective parents to take action," said Izzy DeBellis, Managing
Partner and Network Creative Director, kirshenbaum bond senecal +
The new television, radio, print and Web banner PSAs are being
distributed to more than 33,000 media outlets nationwide this week. Per
the Ad Council model, the PSAs will run and air in advertising time and
space that is donated by the media.
The Administration for Children and Families/Children's Bureau Within
HHS, the Administration for Children and Families (ACF) is the agency
that 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
Within ACYF, the Children's Bureau (CB) plans, manages, coordinates, and
supports child abuse and neglect prevention and child welfare services
programs. CB is the agency within the Federal Government that is
responsible for assisting child welfare systems by promoting continuous
improvement in the delivery of child welfare services. CB programs are
designed to promote the safety, permanency, and well-being of all
children, including those in foster care, available for adoption,
recently adopted, abused, neglected, dependent, disabled, or homeless,
and to prevent the neglect, abuse, and exploitation of children.
AdoptUsKids is a multi-faceted, federally funded project whose mission
is to recruit and connect foster and adoptive families with waiting
children throughout the United States. The project is managed through a
cooperative agreement with the Children's Bureau of the Administration
of Children and Families of the Department of Health and Human Services.
kirshenbaum bond senecal + partners is a leading integrated creative
advertising and marketing services organization with $700 million in
billings and 300 employees located in New York. Our dedication is to
provide High Value Creativity that drives financial performance for our
clients. The members of the kirshenbaum bond senecal+ partners group
include kirshenbaum bond senecal advertising, Company C, Dotglu, LIME
public relations + promotion, The Media Kitchen, Open Mind Strategy, and
Varick Media Management. The Clients of the Group include BMW, Berkshire
Hathaway/NetJets, Cablevision, Diageo, Delta, HomeGoods, Kao Brands
Company (Jergens, Biore, Ban, John Frieda, Curel), Mohegan Sun,
Panasonic, Starz Entertainment and Weight Watchers among others.
The Ad Council (www.adcouncil.org) is a private, non-profit organization
that marshals volunteer talent from the advertising and communications
industries, the facilities of the media, and the resources of the
business and non-profit communities to deliver critical messages to the
American public. The Ad Council has produced, distributed and promoted
thousands of public service campaigns on behalf of non-profit
organizations and government agencies in issue areas of health & safety,
community and education.