Adopt US Kids

Ad Council

While the waiting list can be years-long to adopt a baby in the US, thousands of teens remain in foster care, hoping to make that all important move to adoption. We were determined to create a campaign, in partnership with the Ad Council and Adopt US Kids, to help change this.

All parents want to get “it right.” But the stakes feel even higher when considering adopting an older child. Which can explain why so many teens remain in foster care, waiting to make that move to adoption. KBS was determined to create a campaign, in partnership with the Ad Council and Adopt US Kids, to change that.

Building on our previous campaign’s very human truth that “you don’t have to be perfect to be a perfect parent” we went even deeper and realized that while parents expecting a baby have tons of resources available to them – what about parents looking to adopt a teenager? Where is their “instruction manual?” to help alleviate their fears of adopting an older child?

So, in a twist on the most universally beloved baby manual of all-time, we created one in the form of a 360 campaign entitled, “What to Expect When You’re Expecting...a Teenager.” Far from providing all the answers, each piece of this campaign is grounded in the same truth: As a parent, what matters most isn’t “getting it all right.” It’s simply being there for them.

  • Date:
    September 2017
  • Tags:
  • Offices:
    New York
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