Campaign to Encourage Adoption of Foster Children Launched

AdoptUSKids, in partnership with the Ad Council and the Children's Bureau, have developed a multi-media, national recruitment campaign to encourage the adoption of children from foster care. Entitled Answering the Call, the campaign uses print and broadcast public service announcements (PSAs) using the tagline "You don't have to be perfect, to be a perfect parent."

Barbara Holton, executive director of the Adoption Exchange Association and project director for AdoptUSKids, says the campaign addresses prospective adoptive parents' fears and encourages individuals to realize that they have the ability to be adoptive parents. "It serves as a national call-to-action for prospective adoptive parents by offering important, accurate information about the foster care system and the adoption process."

Introduced by US Health and Human Services Secretary Tommy Thompson and Assistant Secretary Wade Horn, the campaign is one of many Administration for Children and Families activities aimed at achieving permanency for children in foster care. The goals of this effort are to bring together parent and child organizations and work with the media to encourage the adoption of older children from foster care.

To receive a toolkit, including a video of TV PSAs, a CD of radio PSAs, ad slicks of print PSAs, fact sheets, talking points and a sample press release, log onto www.adoptuskids.org or call the campaign's toll-free number at 1-888-200-4005.