Advocacy Through Advertising

Adoption from Foster Care:

There are nearly 102,000 children (under 18 years of age) waiting for adoption from the foster care system in the United States. Approximately 23 percent of children and youth actively photolisted on the AdoptUSKids website and waiting for placement in adoptive homes were registered with one or more siblings.

Since 2004, the campaign has consistently delivered the message that "You don't have to be perfect to be a perfect parent." Using a humorous angle to communicate the seemingly challenging task of adopting a child from foster care, the PSAs reassure prospective parents that even if not "perfect," they have the ability to provide the stability and security that children in foster care need and deserve. The latest series of PSAs in this award-winning campaign ask prospective parents to consider adopting siblings, as these relationships are often the longest-lasting relationships for children in foster care.

The new PSAs portray humorous scenarios that reaffirm the campaign's notion that being an imperfect parent is "perfectly normal." Potential parents are reminded that siblings in foster care don't need perfection; they need the commitment and love an adoptive family can provide.

Audiences are directed to visit AdoptUSKids.org or call 888-200-4005 for current, accurate information about the foster care system and the adoption process. 

Hunger Prevention:

Hunger is a concern for millions of Americans, but many people don't realize its disproportionate effect on children. The United States Department of Agriculture (USDA) recently announced that nearly 16 million children, or one in five children in America, face hunger.

The new Child Hunger PSAs highlight how food banks work collaboratively with their communities to bring surplus food to children and families in need, including working with farmers, grocery workers, food bank employees and volunteers. The new campaign, which includes television, radio, print, outdoor and digital PSAs, is an extension of the Hunger Prevention campaign, first launched in 2008.

Additionally, a supportive PSA effort promotes the Summer Food Service Program, a service administered by many Feeding America food banks across the country, which provides children who rely on subsidized meals during the school year with free and nutritious meals over the summer. The campaign draws attention to the fact that, "summer isn't fun when you're hungry" and encourages parents to visit feedingamerica.org/summermeals to find free meals for their children through their local Feeding America food bank.

The Hunger campaign has also teamed up with Sony Pictures Animation to create PSAs featuring characters from Cloudy with a Chance of Meatballs 2, inviting families to help solve hunger in their community.

Domestic Violence:

This campaign raised awareness of domestic violence by emphasizing that it affects everyone. The PSAs encouraged people to get involved in domestic violence prevention efforts and to intervene if they know someone in an abusive relationship. In the first year of the campaign, more than 34,000 calls were made to the Family Violence Prevention hotline. The campaign continues to raise awareness about domestic violence and to encourage constructive involvement in its prevention and intervention.