The notion that “you don't have to be perfect to be a perfect parent” is a universal truth. Today, Kirshenbaum Bond Senecal + Partners (kbs+) will unveil a new series of PSAs featuring this message that were created for the U.S. Department of Health and Human Services’ Administration for Children and Families (ACF), AdoptUSKids, and the Ad Council to promote the adoption of the more than 33,000 American teenagers from foster care. And among them, nearly 50 percent (14,000) are between the ages of 14 and 16.
The heartwarming and humorous ads bring to life relatable “imperfect parent” situations – such as a father who secretly spends hours trying to create the perfect batch of chocolate chip cookies to impress his teens. The ads show that kids don’t need perfection; they just need someone who cares. For the first time, the kbs+ team is also taking the campaign into new social territory with “Oh Parents,” a platform that connects parents via Facebook, Twitter and a new 'Oh Parents' Tumblr blog to share their own authentic 'imperfect parent' moments, which often occur when they’re are just trying their best.
This new series of PSAs includes three spots – ‘Danger Dad’, ‘Cookies’ and ‘Mom-ments’ (below) - as part of the ongoing, award-winning Adoption from Foster Care campaign and will be distributed nationwide during National Adoption Month (November).
The campaign includes television (English and Spanish), radio, print, outdoor and digital to encourage audiences to visit www.adoptuskids.org
or call 1-888-200-4005 for information about the foster care system and the adoption process. Since the launch of the campaign in 2004, more than 15,000 children have been placed with a permanent family.
Agency: Kirshenbaum Bond Senecal + New York
Client: Ad Council/Adopt US Kids
Co-Chief Creative Officer: Edward Brojerdi
Co-Chief Creative Officer: Izzy DeBellis
Creative Director: Will Bright
Associate Creative Director: Mary O’Keefe
Associate Creative Director: Ben Butler
Head of Content Production: Dominic Ferro
Producer: Brooke Kaylor
Executive Content Business Affairs Manager: Andrea Fagan
Agency Account Supervisor: Gabriela Benitez
Production Company: Interrogate
Director: Amit Mehta
Executive Producer: Jeff Miller
Line Producer: Sean Cooley
Cinematographer: Karl-Walter Lindenlaub
Post Production: Cut & Run
Editor: Joel Miller