Video: The Advertising Council, U.S. Department of Health and Human Services and AdoptUsKids Launch Campaign to Encourage the Adoption of African American Children in Foster Care

Video: The Advertising Council, U.S. Department of Health and Human Services
and AdoptUsKids Launch Campaign to Encourage the Adoption of African American
Children in Foster Care

NEW YORK, Oct. 27 /PRNewswire/ -- The Advertising Council, in partnership with
the U.S. Department of Health and Human Services' (HHS) Children's Bureau and
AdoptUsKids, announced today the launch of a campaign designed to encourage
the adoption of African American children from foster care.

To view the Multimedia News Release, go to:
http://multivu.prnewswire.com/mnr/adcouncil/40731/

According to the Administration for Children and Families, there are currently
496,000 children in the foster care system and, of these, 130,000 are
available for adoption. Thirty-one percent of the children in foster care
waiting to be adopted are African American; African American children are
overrepresented in the foster care population relative to their percentage in
the U.S. general population.

"We are optimistic that this campaign will result in a significant increase in
inquiries to AdoptUsKids by families who are interested in adoption,
specifically the adoption of older African American children and youth in
foster care in the United States," said Kathy Ledesma, Project Director,
AdoptUsKids. Created pro bono by kirshenbaum bond senecal + partners, the new
multimedia campaign which includes television, radio, and print PSAs, is
designed to help prospective parents realize that "You don't have to be
perfect to be a perfect parent." It also aims to significantly increase
awareness of the need to provide loving, permanent families for children in
the foster care system. The new PSAs illustrate to potential parents that
children in foster care don't need perfection, they need the commitment and
love a "forever family" can provide. The PSAs direct audiences to visit
www.adoptuskids.org, or call 1-888-200-4005 for more information on the
adoption process.

"We are thrilled to be partnering with the Children's Bureau and AdoptUsKids
on this humorous and heartwarming campaign that has inspired thousands of
Americans to consider adopting a child from foster care," according to Peggy
Conlon, President & CEO of The Advertising Council. "I am confident that these
new PSAs will help increase the adoption of African American children."

The new PSAs are an extension of the previously successful campaign, launched
in 2004, which focused on the adoption of children from foster care. The need
for adoptive homes for older children, sibling groups, and children of color
is especially great and the campaign has therefore targeted prospective homes
for those populations. In the first 18 months following the launch, calls to
the AdoptUsKids toll-free number increased by 236%. Additionally, more than
11,000 children whose pictures and biographies were featured on the
AdoptUsKids website have been placed with a "forever family."

"The insight that you don't have to be perfect to be a perfect parent is a
great platform that continues to allow us to create both meaningful and
entertaining work across all channels. The campaign is a classic for the
agency yet we continue to evolve and find fresh ways to inspire prospective
parents to take action," said Izzy DeBellis, Managing Partner and Network
Creative Director, kirshenbaum bond senecal + partners.

The new television, radio, print and Web banner PSAs are being distributed to
more than 33,000 media outlets nationwide this week. Per the Ad Council model,
the PSAs will run and air in advertising time and space that is donated by the
media.

The Administration for Children and Families/Children's Bureau
Within HHS, the Administration for Children and Families (ACF) is the agency
that is responsible for Federal programs that promote the economic and social
well-being of families, children, individuals, and communities. The
Administration on Children, Youth and Families (ACYF) administers national
programs for children and youth; works with States, Tribes, and local
communities to develop services that support and strengthen family life; seeks
joint ventures with the private sector to enhance the lives of children and
their families; and provides information and other assistance to parents. Many
of the programs administered by ACYF focus on children from low-income
families; abused and neglected children; children and youth in need of foster
care, independent living, adoption or other child welfare services; preschool
children; children with disabilities; runaway and homeless youth; and children
from Native American and migrant families.

Within ACYF, the Children's Bureau (CB) plans, manages, coordinates, and
supports child abuse and neglect prevention and child welfare services
programs. CB is the agency within the Federal Government that is responsible
for assisting child welfare systems by promoting continuous improvement in the
delivery of child welfare services. CB programs are designed to promote the
safety, permanency, and well-being of all children, including those in foster
care, available for adoption, recently adopted, abused, neglected, dependent,
disabled, or homeless, and to prevent the neglect, abuse, and exploitation of
children.

AdoptUsKids
AdoptUsKids is a multi-faceted, federally funded project whose mission is to
recruit and connect foster and adoptive families with waiting children
throughout the United States. The project is managed through a cooperative
agreement with the Children's Bureau of the Administration of Children and
Families of the Department of Health and Human Services.

About kirshenbaum bond senecal + partners
kirshenbaum bond senecal + partners is a leading integrated creative
advertising and marketing services organization with $700 million in billings
and 300 employees located in New York. Our dedication is to provide High Value
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advertising, Company C, Dotglu, LIME public relations + promotion, The Media
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HomeGoods, Kao Brands Company (Jergens, Biore, Ban, John Frieda, Curel),
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kirshenbaum bond senecal + partners is a member of the MDC Partners network.
For more information go to http://www.kbsp.com.

The Ad Council
The Ad Council (www.adcouncil.org) is a private, non-profit organization that
marshals volunteer talent from the advertising and communications industries,
the facilities of the media, and the resources of the business and non-profit
communities to deliver critical messages to the American public. The Ad
Council has produced, distributed and promoted thousands of public service
campaigns on behalf of non-profit organizations and government agencies in
issue areas of health & safety, community and education.

SOURCE The Ad Council

Beth Shanley, The Ad Council, +1-212-984-1923, bshanley@adcouncil.org, or
Debora Zdobinski, kbs+p, +1-212-352-4664, dzdobinski@kbsp.com,