Video: The Advertising Council, HHS and AdoptUsKids Launch Campaign to Encourage Hispanics to Adopt Children in Foster Care

Video: The Advertising Council, HHS and AdoptUsKids Launch Campaign to Encourage Hispanics to Adopt Children in Foster Care

NEW YORK, Dec. 12 /PRNewswire-USNewswire/ -- The Advertising Council, in partnership with the U.S. Department of Health and Human Services' (HHS) Administration for Children and Families (ACF) and the Collaboration to AdoptUsKids, announced today the launch of a comprehensive campaign designed to encourage Spanish-speaking families and individuals to consider adoption from the U.S. foster care system.

To view the Multimedia News Release, go to: http://www.prnewswire.com/mnr/adcouncil/30974/.

The new multi-media campaign includes Spanish television, radio, and print PSAs, and issues a national call-to-action for parents to adopt children by offering important, accurate information to the Hispanic community about the foster care system and the adoption process. The campaign emphasizes the message that families or individuals can achieve a sense of fulfillment by adopting a child through foster care. It also aims to significantly increase awareness of the need to provide loving, permanent families for children in the foster care system.

"We are so pleased to be working with the Administration for Children and Families on this touching 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 this new campaign will remind the Hispanic community that there are everyday rewards with adopting a child and providing them with a loving home."

According to the Administration for Children and Families, approximately 300,000 children in the United States enter the foster care system each year. There are currently 514,000 children in the foster care system and, of these, approximately 115,000 are available for adoption. Each year, more than 24,000 of these children "age out" of the system without ever having been placed with permanent, loving families to support them in the transition to adulthood. The majority of children in foster care are of children of color; 15% of the children waiting to be adopted are Hispanic.

"Our family felt a need to add another child into our loving home after realizing so many children were waiting to be adopted," says Ms. Alejandra Melendez. "Now we feel a sense of fulfillment and encourage Hispanic families to open their hearts and homes and seriously consider adopting a child in foster care. Together we can help the many children in the system who need a permanent loving home."

Created pro bono by ad agency REVOLUCION, the new PSAs highlight the emotional and psychological rewards of adoption through foster care by showcasing everyday, yet special family moments. The ads end with the poignant message, "Complete a Life. Complete Your Own."

The PSAs direct audiences to visit www.adopte1.org, or call 1-877-ADOPTE1 (1-877-236-7831) for more information on how to become an adoptive parent.

"Traditionally, adoption messaging has been focused on creating an emotional connection to the children," said Federico Mejer, General Manager of REVOLUCION. "However, the adoption experience is extraordinarily powerful for the adoptive parents, and we felt that the most compelling, motivating approach to promote adoptions among Latinos is to focus on that sense of fulfillment and completeness an adoptive parent feels."

The new television, radio and print PSAs are being distributed to over 28,000 media outlets nationwide this week.

"We have been so gratified and encouraged by the enormous outpouring of interest from good people around the country seeking information about adoption in response to our past PSAs. We are confident that this newly launched campaign will bring even more families forward to make all the difference in the life of a waiting child," said Barb Holtan, Project Director, The Collaboration to AdoptUsKids.

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

The Administration for Children and Families is responsible for a variety of activities that promote the economic and social well being of families, children, individuals and communities. Among its responsibilities are child welfare services, including adoption and foster care; child support; the Head Start program; refugee resettlement; assistance to persons with developmental disabilities; and Native American programs.

The Collaboration to AdoptUsKids

The Collaboration to AdoptUsKids is a multi-faceted, five-year, federally funded project, whose purpose is to recruit families to adopt the children waiting in foster care for permanency. The Collaboration is managed by the Baltimore-based Adoption Exchange Association (AEA), through a cooperative agreement with the Children's Bureau of HHS.

REVOLUCION

REVOLUCION is a full-service Hispanic brand communications agency that enables brands to harness the tremendous potential of the Hispanic marketplace. Founded in 2000, the agency is based in New York City and is independent and minority-owned. REVOLUCION was recently ranked by AdAge among the top 20 independent Hispanic agencies. REVOLUCION. Inspire Change.

The Advertising Council

The Ad Council is a private, non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action, and saving lives. To learn more about the Ad Council and its campaigns, visit www.adcouncil.org.

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Video:

http://www.prnewswire.com/mnr/adcouncil/30974
Source: The Ad Council

CONTACT: Beth Costiglio of The Ad Council, +1-212-984-1923,
bcostiglio@adcouncil.org, or Elaine Vinueza of Valencia, Perez & Echeveste,
Elanine@vpepr.com, +1-626-403-3200, ext 207

Web site:

http://www.adcouncil.org/
http://www.adopte1.org/

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