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June 2009Vol. 10, No. 5National Adoption Recruitment Campaign PSAs Launch

The U.S. Department of Health and Human Services' Administration for Children and Families, AdoptUsKids, and The Advertising Council have collaborated with Twentieth Century Fox Film Corporation to create new public service announcements (PSAs) that encourage adoption from foster care. The campaign includes TV, radio, print, and online creative materials. This summer, the PSAs will be distributed nationally to media outlets in accordance with the Ad Council's donated media model.

The new PSAs extend the current "You don't have to be perfect to be a perfect parent" PSA campaign by featuring lovable characters from Fox's "Ice Age: Dawn of the Dinosaurs," slated to be released in July 2009. The characters add animated humor and fun and encourage prospective parents to consider adoption from foster care. In the movie, Sid, an adoptive parent of three, demonstrates the challenges of parenthood as well as the rewards that accompany being a parent.

The national "You don't have to be perfect to be a perfect parent" recruitment campaign aims to increase the number of potential adoptive families for children in foster care. These PSAs use humor to highlight everyday experiences that parents and teens share and enforce the notion that prospective parents have the capacity to give waiting teens the commitment and stability they need.

All of the PSAs ask potential families to inquire about adoption from foster care by visiting or by calling 1.888.200.4005. For information in Spanish, visit or call 1.877.ADOPTE1 (1.877.236.7381).