Celebrating 20 years of opening hearts and homes

This year, our National Adoption Recruitment Campaign celebrates two decades of raising awareness about the need for more foster and adoptive families.

Now in its 20th year, the campaign is a partnership between HHS’ Children’s Bureau, the Ad Council, and AdoptUSKids – developed to create inspiring public service advertisements (PSAs) that raise awareness of adoption from foster care and encourage prospective parents to consider adoption from foster care.

Watch the 2024 AdoptUSKids PSA

The 2024 PSAs feature adoptive families sharing their adoption stories, as they discuss this year’s campaign tagline, “You Can’t Imagine the Reward.”

 

Watch and share the campaign videos on the AdoptUSKids YouTube channel.

About the Campaign

Since the campaign’s launch in 2004, more than one-million children and youth have been adopted from foster care. While it is impossible to determine the campaign’s direct impact on this total, data does indicate that families who have seen the ads are 3.5 times more likely to consider adopting from foster care than those unaware of the PSAs.

Since its inception, this campaign has focused on the rewards of adopting older youth, and this year’s ads continue to highlight the unique joys of parenting teenagers.

Read more about why teens need families and the rewards of adopting older children.

Members of the media

• Visit our media page to read press releases and media coverage.
• Contact our national campaign director, motero@adoptuskids.org, with questions about the ad campaign.
• Learn how to support this important initiative with donated media by contacting Hilary Landa at The Ad Council, hlanda@AdCouncil.org.