The Ad Council is launching a new campaign in partnership with the U.S. Department of Health and Human Services Administration for Children and Families and AdoptUSKids called “Multiple Choice Parenting,” which involves a series of public service advertisements encouraging adoption from foster care.
The central idea behind the campaign is that there is no one right answer when it comes to parenting, furthering the message that “You don’t have to be perfect to be a perfect parent.” The campaign targets prospective parents who are considering adopting from foster care but who have not yet started the process. Talent was chosen from a comedic background, and selected specifically because they were unassuming and relatable
One TV spot portrays a daughter handing her father a French test with a large “C” mark at the top. The spot offers the father three choices and comically depicts each option: hire a tutor, enforce a French-only rule at home, or watch foreign films.. The spot ends by stating that there are no such things as perfect parents, but teens in foster care will love you just the same. The other TV spot portrays a son telling his mother he wants a cat, despite the fact that she’s allergic. The spot offers the mother three choices and comically depicts each option: prepare yourself, make the best of it, or find a loophole. The spot ends by stating that there are no such things as perfect parents, but teens in foster care will love you just the same.
Since the campaign’s launch in 2004, more than 23,000 foster kids photo listed on AdoptUSKids.org have been placed with permanent families. The 2016 campaign will include TV, digital video, and radio. The campaign, including all creative assets, was created pro bono by advertising agency KBS.
CREDITS:
AGENCY: KBS
Executive Creative Director: Jon Goldberg
Creative Director: Kevin Gentile
Creative Director: Michael Abell
Sr. Copywriter: Lauren Finn
Sr. Art Director: Jessica Mottola
Co-Chief Strategy Office: Kathleen Diamantakis
Strategist: Alison Geraghty
Global Business Director: Gabriela Benitez
Account Supervisor: Michael Levitt
Assistant Account Executive: Mitch Katz
Head of Production: Jenny Read
Content Producer: Daniel Roversi
Executive Director of Content Business Affairs: Andrea Fagan
Senior Content Producer: Daniel Roversi
Account Team: Cindy Hoffman
PRODUCTION: Hungry Man
Director: Scott Vincent
Executive Producers: Dan Duffy, Mino Jarjoura, Jacki Sextro, Caleb Dewart
Line Producer: James Kadanoff
Production Supervisor: Steve Ruggieri
EDITORIAL: PS260
Editor: Maury Loeb
Post Producer: Evann Borgman & Jane Brockman
Assistant Editor: Erica O’Brien
VFX: PS260 Finish
Managing Director: Zarina Mak
VFX Producer: Andy Philippi
Flame Artist: Fabien Coupez + Margaret Yang
COLOR: Co3
Colorist: Tom Poole
MUSIC AND SOUND DESIGN: Sound Lounge
Mix Company: Sound Lounge
Mixer: Tom Jucarone