The Ad Council, in partnership with U.S. Department of Health and Human Services’ Children’s Bureau, AdoptUSKids and creative agency KBS are encouraging adoption of teens from foster care with the “What To Expect When You’re Expecting…. A Teenager” campaign. KBS worked with the authors and illustrator of the What To Expect baby book for revised drawings.
The humorous TV spots and digital videos feature "well-intentioned" moms and dads attempting to give new parents of teens step-by-step parenting tutorials in the distinctive What To Expect When You’re Expecting tone.
The spots conclude with its tagline, “You don’t have to know it all to be a perfect parent.”
Take a look here.
The print, digital, and out-of-home executions parody the original book cover and illustrations by showing common scenarios parents can expect when adopting a teen, such as confusing text messages, binge-watching and “prom-posals.”
A Facebook live Q&A will also take place on AdoptUSKids’ Facebook Page hosted by Kathy Ledsema, national project director, AdoptUSKids, as she shares stories with an adoptive mother and her teen son.
Since the project’s launch in 2003, more than 28,000 children who were once photo listed on AdoptUSKids have been placed with permanent families.