The Ad Council and AdoptUsKids: Seeking an Innovative Advertising Strategy

What advertising strategy would motivate potential parents to adopt a foster child—a step that would undoubtedly have an impact on the rest of their lives?
Gita V. Johar  | Summer 2008
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In 2003, the Advertising Council commissioned Kirshenbaum Bond and Partners to develop a pro bono advertising campaign for AdoptUsKids to help find permanent homes for the nation’s 100,000 children in foster care. After conducting their own field research, KBP determined the long-standing approach to adoption advertising—emphasizing the neediness of the children—was ineffective. This online case engages students in the field research, strategy formulation, and creative development of the campaign via email exchanges between the adoption agency, advertising agency, and Advertising Council.   This case is only available online. If you are interested in using this case for your course, please contact CaseWorks directly.

Case ID: 080519
Supplemental Materials: Teaching Note

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