The Ad Council and Edelman have teamed on a new campaign to promote the U.S. foster care program that focuses on the challenges that teens have in securing long-term foster parents.   

The campaign called “The Rewards,” spotlights real adoptive families who have personally experienced the mutual benefits of adoption.  

The PSAs begin with adoptive parents who reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then the adoptive parents witness their children recounting the rewards of adoption in their lives, highlighting the shared love they have for one another and how the decision to become a family is reciprocal. The campaign directs viewers to adoptuskids.org to learn more about adopting a teen from foster care. 

The Ad Council has created foster care-related campaigns for 20 years in collaboration with U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF), and AdoptUSKids.  

According to Ad Council commissioned research from Ipsos, in the past 13 years campaign awareness increased 20%, from 17% in 2011 to 39% in 2024. Those who are ad aware are more than 3.5 times as likely to consider adopting a teen or child of any age from foster care compared to those who are not ad aware (2017-2024), per the research.  

The campaign is also supported by longtime media agency of record Crispin, which is securing donated media placements for the campaign.