KBS, Hinge Digital Use Humorous Family Situations To Encourage Adoption

More than 250,000 U.S. children enter the foster care system each year, and now, advertising agency Kirshenbaum Bond Senecal + Partners (kbs+), and Hinge Digital are helping to develop a pro-bono campaign that encourages the adoption of children with an emphasis on the importance of keeping siblings together.

Approximately 23% of children and youth actively photo-listed on the AdoptUSKids website and waiting for placement in adoptive homes are registered with one or more siblings. 

The campaign supports the multi-year advocacy effort backed by the U.S. Department of Health and Human Services and AdoptUSKids and includes new English and Spanish television, radio, print, outdoor and digital PSAs that conclude with the tagline: “You don’t have to be perfect to be a perfect parent.”

All PSAs created in partnership with the Ad Council run in donated time and space. The new TV and radio ads were distributed to media outlets nationwide. Since the launch, the campaign has received more than $430 million in donated media, which demonstrates the media’s commitment to this issue, as well as the quality of the creative.



KBS has been an involved with this initiative since its inception in 2004. Throughout the campaign’s history, the one consistent part of the creative has been the iconic "You don't have to be perfect to be a perfect parent" tagline. Then, this sentiment was deconstructed into new creative for each new round. This year, agency executives wanted to focus on the importance of adopting sibling groups, and maintaining family bonds, as well as to inject some humor into these spots. Hence, the concept showcases parents participating in activities with their children, such as a father trying to build a tree house without carpentry skills and a mom roller blading with her sons even though she's not a skilled skater with the objective to reassure potential parents that all kinds of people can make a positive impact on a child's life.

“We hope the campaign and this new, comical series of PSAs helps bring greater awareness to issues surrounding adoption and draws attention to the importance of keeping siblings together," says Ed Brojerdi, CEO of KBS NY.

“It was a pleasure to bring this important adoption message to life,” said Roland Gauthier, executive producer and founder of Hinge Digital. “We are seeing clients that want original creative, in part because of the popularity of independent animation on Vimeo, YouTube and other social media platforms. We are very proud to be part of such an important and emotionally touching campaign and want to help spread the word.”

Since the launch of the original campaign in 2004, more than 22,000 children who were once photo-listed on the AdoptUSKids website now live with their adoptive families, and over 35,000 families have registered to adopt through AdoptUSKids.

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