• May 2005
  • Vol. 6, No. 4

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HHS Adoption Public Service Advertising Campaign Wins Addy Awards

The HHS adoption recruitment campaign launched in June 2004 to promote adoption of children from foster care was honored by the American Advertising Federation in early April. The PSA campaign, a partnership of the Advertising Council, the U.S. Department of Health and Human Services' Administration for Children and Families, the Adoption Exchange Association, and the Collaboration to AdoptUSKids, won four Gold ADDY awards, including best public service TV campaign.

Introduced nationally in July 2004, the multimedia campaign was created pro bono by kirshenbaum bond + partners and includes television, radio, print, and internet PSAs. The campaign issues a national call to action for parents to adopt children from foster care by offering important, accurate information about the foster care system and the adoption process. It also aims to significantly increase awareness of the need to provide loving, permanent homes for children in the foster care system, as well as to communicate to prospective parents that they do not have to be perfect to be a parent.

"We are tremendously excited that the American Advertising Federation has given this campaign a prestigious award," said Wade F. Horn, Ph.D., HHS's assistant secretary for children and families. "Not only is this campaign creative, but it's working. To date, more than 4,500 children pictured on the adoptuskids.org website have found permanent homes. This wonderful outcome is a testament both to the power of creative advertising and the good hearts of families all over America."

The ADDY Awards are the advertising industry's largest, most representative and arguably toughest competition, recognizing and rewarding creative excellence in the art of advertising.

Read the full press release announcing the award at http://archive.acf.hhs.gov/news/press/2005/ADDYs_press_release.htm.

Related Item

ACF recently released a similar adoption recruitment campaign in Spanish. Learn more in "ACF Launches Spanish-Language Adoption Recruitment Campaign" in this issue.

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