AdoptUSKids News and Announcements

AdoptUSKids Wishes the Ad Council a Happy 70th Birthday


Saturday, Feb. 18, 2012, is the Ad Council’s 70th anniversary. AdoptUSKids, along with the U.S. Children’s Bureau, have partnered with the Ad Council since 2003 on an award-winning adoption recruitment campaign encouraging the adoption of children from foster care.

The cornerstone of the campaign are public service announcements (PSAs) with the tagline, “You don’t have to be perfect to be a perfect parent,” which are aimed at reassuring prospective parents that even if they’re not perfect, they have the ability to provide the stability and security that children in foster care need and deserve. Since the launch of the campaign, more than 14,000 children who were previously photolisted on our site now live with permanent families.

“The Ad Council's adoption from foster care PSAs have helped to convince thousands of families that 'you don't have to be perfect to be a perfect parent.'  Our responsible fatherhood campaign, which concluded this past October, urged men to 'take time to be a dad today,' and reminded fathers that the greatest gift they can give their kids is their time and attention,” said George Sheldon, the U.S. Dept. of Health and Human Services acting assistant secretary for children and families. “These campaigns play a critical communication role in our effort to strengthen America's families. We are proud to call the Ad Council our partner.”

Originally founded after the attacks on Pearl Harbor as The War Advertising Council, the Ad Council was initially tasked with rallying support for World War II. Following the success of those efforts, President Franklin Roosevelt asked the Ad Council to continue its work as a peacetime public service organization addressing the social issues of the day. President Truman echoed that request when the war ended, and ever since, the Ad Council has been creating impactful public service ads, many of which have become part of the American vernacular. AdoptUSKids is proud to be among such well known campaigns as "Loose Lips Sink Ships" and “Rosie the Riveter” to Smokey Bear's "Only You Can Prevent Forest Fires," “Friends Don’t Let Friends Drive Drunk” and "A Mind is a Terrible Thing to Waste.”

“For seventy years, the Ad Council has been leveraging the generosity of the advertising community, inspiring generations of Americans to take action to improve their lives, those of their families and the communities around them. This is worth celebrating,” said Andrew Robertson, president and CEO of BBDO Worldwide and Ad Council board chair.

To commemorate this anniversary, the Ad Council has launched a new Facebook app: Rosify Yourself. Using the app, fans of the Ad Council are able to join the ranks of PSA greats by inserting a face photo into the iconic “Rosie the Riveter” ad, thus becoming riveters for social change.

To join us in wishing the Ad Council a happy 70th birthday, we encourage you to:

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