Ad Council Unveils New Phase Of Its Teen Adoption Campaign

The Ad Council has launched two new PSAs in a long-running campaign supporting teen adoption. The effort is in partnership with the Administration for Children and Families, AdoptUSKids and the U.S. Department of Health and Human Services, with the goal of destigmatizing the teen adoption process and demonstrating what prospective parents, their teens, and their community have to gain when they choose this route.

The new spots-- "Lucky Ones" and "Portrait"—are inspired by real adoption stories.

Now in its 18th year, the teen adoption campaign is credited with helping to inspire the adoption of 900,000 children from the U.S. foster care system.



According to data from the Adoption and Foster Care Analysis and Reporting System (AFCARS)teens constituted 21% of the children/youth waiting to be adopted, but account for only 10% of those adopted.

The spots were created by Durable Goods and the campaign is supported by longtime agency of record MMI Agency. MMI is securing donated media placements for the campaign. Since its initial launch in 2004 it has received more than $735 million in donated media support across television, radio, print, out-of-home and digital media.


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