Ad Council

As part of our long-running effort with Ad Council and AdoptUSKids to remove barriers to teen adoption, we set out to communicate to prospective adoptive parents that they don’t have to be perfect to be a perfect parent.

Our goal is to transform teen adoption from a scary proposition to an emotionally rich and rewarding life decision. Adoptive parents, especially of teens, will have missed many of their child’s firsts. Our “Firsts” campaign reassured prospective adopters that they haven’t missed all these moments.