Actress and Screenwriter Nia Vardalos Joins the U.S. Department of Health and Human Services, AdoptUsKids and Ad Council to Encourage the Adoption of Siblings in Foster Care

New PSAs and social media challenge launch as part of National Adoption Awareness Month

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Nov 10, 2010, 06:10 ET

WASHINGTON, Nov. 10, 2010 /PRNewswire/ -- Actress and Screenwriter of "My Big Fat Greek Wedding" Nia Vardalos joins the U.S. Department of Health and Human Services' (HHS) Administration for Children and Families (ACF), AdoptUsKids (AUsK) and the Ad Council today to unveil a new series of national public service advertisements (PSAs) designed to encourage the adoption of biological siblings from the U.S. foster care system. The PSAs are being distributed this week as part of National Adoption Month.

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Currently there are 424,000 children in foster care; 115,000 of them are waiting to be adopted, according to the Administration for Children and Families (Adoption and Foster Care Analysis Report System (AFCARS) data). Many of the waiting children are siblings who are in foster care through no fault of their own. They need to find homes that will take them together so they will not be separated and suffer additional loss.

"I truly enjoy working with the Children's Bureau, AdoptUsKids and the Ad Council to spread the information on how to adopt children from foster care. My husband and I were so fortunate to be matched with our amazing daughter via American foster care, and we want to tell people about this simple and affordable process. I'm hopeful our efforts this month and beyond will inspire others to consider adoption from foster care, because there are so many people who want to be parents... and so many children waiting for a family," said Nia Vardalos.

Created pro bono by kirshenbaum bond senecal + partners (kbs+p) the new television, radio, outdoor and Web PSAs communicate to parents that, "You don't have to be perfect to be a perfect parent." The PSAs illustrate to potential parents that children in foster care don't need perfection, they need the commitment and love a "forever family" can provide. All of the new PSAs direct audiences to visit www.adoptuskids.org and www.adopte1.org, as well as a toll free number 1-888-200-4005 and 1-877-ADOPTE1 where prospective parents can get more information on the adoption process. A Spanish-language PSA is also available.

"The Administration for Children, Youth and Families calls on the American public to step forward to provide sibling groups in foster care the nurture and security that adoption provides," said Bryan Samuels, Commissioner of the Administration on Children, Youth and Families (ACYF). "These PSAs provide a wonderful opportunity to raise awareness about the needs of children in foster care as well as the resources available at AdoptUsKids to connect families with adoption resources."

"Every child needs and deserves a safe, loving, permanent family and to share that family with his or her brothers and sisters. The 472 sibling groups currently featured on our Web site represent just a fraction of the brothers and sisters in U.S. foster care who need families today," according to Kathy Ledesma, Project Director of AdoptUsKids.

To build upon the successful and engaging creative strategy "You Don't Have to Be Perfect to Be a Perfect Parent," a social media challenge called "Top 100 Imperfect Parent Moments" is also being launched. For the next two months, parents are encouraged to submit "imperfect moments" and other adults can submit their own parents' imperfect moments via Twitter using the hashtag #perfectparent or on the AdoptUsKids' Facebook page. For example, sending your child to school with two different socks, or turning your son's favorite white t-shirt pink. The top 100 moments will be posted on www.adoptuskids.org in early 2011.

"We are proud to continue this extraordinary campaign with Nia Vardalos, the Children's Bureau and AdoptUsKids that encourages the adoption of biological siblings from the U.S. foster care system," said Peggy Conlon, President & CEO of the Ad Council. "This campaign is one of our toughest asks; yet we continue to see tremendous results."

"KBS+P is delighted to continue our partnership with the Ad Council and AdoptUsKids with a new evolution of the 'You Don't Have to be Perfect to be a Perfect Parent' campaign," according to Izzy Debellis, Co-executive and Creative Director. "This cause is very important to the agency, and we sincerely hope our new creative inspires more prospective parents to adopt from foster care."

Since its launch in July 2004, the Adoption campaign has received nearly $250 million in donated media across television, radio, outdoor, print and digital. Per the Ad Council model, the new PSAs will run and air in advertising time and space that is donated by the media.

U.S. Department of Health and Human Services' Administration for Children and Families

Within the federal Department of Health and Human Services (HHS), the Administration for Children and Families (ACF) is the agency that is responsible for Federal programs that promote the economic and social well-being of families, children, individuals, and communities. The Administration on Children, Youth and Families (ACYF) administers national programs for children and youth; works with States, Tribes, and local communities to develop services that support and strengthen family life; seeks joint ventures with the private sector to enhance the lives of children and their families; and provides information and other assistance to parents. Many of the programs administered by ACYF focus on children from low-income families; abused and neglected children; children and youth in need of foster care, independent living, adoption or other child welfare services; preschool children; children with disabilities; runaway and homeless youth; and children from Native American and migrant families.

AdoptUsKids

AdoptUsKids is a multi-faceted, federally funded project whose mission is to recruit and connect foster and adoptive families with waiting children throughout the United States. The project is managed through a cooperative agreement with the Children's Bureau of the Administration of Children and Families of the Department of Health and Human Services.

About kirshenbaum bond senecal + partners

kirshenbaum bond senecal + partners is a leading integrated creative advertising and marketing services organization with $700 million in billings and 300 employees located in New York. Our dedication is to provide High Value Creativity that drives financial performance for our clients. The members of the kirshenbaum bond senecal+ partners group include kirshenbaum bond senecal advertising, Company C, Dotglu, LIME public relations + promotion, The Media Kitchen, Open Mind Strategy, and Varick Media Management. The Clients of the Group include BMW, Berkshire Hathaway/NetJets, Cablevision, Diageo, Delta, HomeGoods, Kao Brands Company (Jergens, Biore, Ban, John Frieda, Curel), Mohegan Sun, Panasonic, Starz Entertainment and Weight Watchers among others. kirshenbaum bond senecal + partners is a member of the MDC Partners network. For more information go to http://www.kbsp.com.

The Advertising Council

The Ad Council is a non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action, and saving lives. To learn more about the Ad Council and its campaigns, visit www.adcouncil.org.

SOURCE The Ad Council