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February 2008Vol. 9, No. 1New Spanish Adoption Campaign Launches

A new Spanish-language public service advertisement (PSA) campaign to encourage prospective parents to adopt from the U.S. foster care system was recently launched by the U.S. Department of Health and Human Services Administration for Children and Families, in partnership with the Collaboration to AdoptUsKids and the Ad Council. As with other PSAs developed by the Ad Council, the ads will run in television, print, and radio formats using donated advertising time and space.

The new PSAs highlight the emotional and psychological rewards of adoption from foster care by showcasing everyday, yet special, family moments. The tagline of the campaign is "Completa una vida. Completa la tuya. (Complete a life. Complete your own.)" The ads emphasize that families or individuals can achieve a sense of fulfillment by adopting a child from the foster care system.

Of the more than 114,000 children currently available for adoption, 15 percent are Hispanic/Latino. The campaign's goal is to raise the awareness of Spanish-speaking prospective parents about the children, teens, and sibling groups in foster care who need permanent, loving homes. The ads refer to a website in Spanish, operated by AdoptUsKids, that offers information on how to become an adoptive parent and features children available for adoption across the United States. A Spanish-language toll-free number is also provided. For more information in Spanish, visit or call 1.877.ADOPTE1 (1.877.236.7831).

To view the PSAs and read a press release about this campaign, visit:

To see materials from all the Ad Council campaigns focusing on adoption from foster care, visit: