National Recruitment Campaign
State agencies and local networks can build on the successful National Adoption Recruitment Campaign and encourage prospective parents to contact local agencies and resources directly with free customized public service advertisements (PSAs). Ads are available for television, radio, and print/outdoor use.
Although the campaign PSAs focus primarily on adoption, these localized ads offer a free opportunity to begin a conversation that includes both foster care and adoption. Be prepared to provide a welcoming response to prospective parents who are interested in adoption even if you are focused on recruiting foster families. Need help? The NRCDR can help you explore ways to develop an effective response system and messaging.
Our AdoptIllinoisKids.org campaign portrays foster care adoption as an important local issue, and reassures Illinois families, child welfare professionals, and media outlets that there is a dedicated local resource to help them address the needs of children in care.
— Adoption Information Center of Illinois
Ordering Customized PSAs—Four Simple Steps
To order customized PSAs for your organization:
- Review the materials available in the AdoptUSKids Ad Council campaign toolkit.
- Determine which media, lengths, and sizes you are interested in localizing.
- Download the order form from the AdoptUSKids Ad Council campaign toolkit.
- Email your completed order form and an EPS file* (also referred to as a “vector file”) of the logo you want to feature to the AdoptUSKids marketing and communications director.
*An EPS file is a resolution independent file that can be scaled as large or small as necessary. Please do not convert a raster file (resolution dependent or “pixel-based”) to an EPS. All EPS files must have a transparent layer or background.
Placing Customized PSAs—Working with the Media and Public Information Officers
In partnership with the Ad Council, AdoptUSKids has developed several tools to help you secure donated media time for the campaign materials. These include a media outreach guide (PDF – 225 KB), a letter to PSA directors, customizable press releases, and advice about working with the media.
These materials are available in the AdoptUSKids Ad Council campaign toolkit.
In addition, you will find a host of resources developed by the NRCDR at AdoptUSKids to support your outreach efforts in the general recruitment section of this website, including information about working with key internal contacts such as public information officers (PIO) or communications directors (PDF – 467 KB). PIOs often have frequent contact with administrators and other key staff in child welfare and social services systems. This allows them to serve as an ambassador for information, communication efforts, programs, or media efforts that need to be promoted.
Working together, you can develop communication strategies that are data-driven and align with specific recruitment needs, ensuring consistent, effective messaging to reach prospective parents.
Media Toolkit for Child Welfare Leaders (PDF – 560 KB)
Provides tips and strategies child welfare leaders can use to work effectively with the media and to increase the impact and reach of the National Adoption Recruitment Campaign and Response Initiative, as a way to help raise awareness about adoption both during National Adoption Month and throughout the rest of the year.
Webinar (2014): Make the National Adoption Recruitment Campaign Your Own!
This webinar provided an overview of the PSA localization process; highlighted best practices for preparing foster and adoptive parents to work with the media; and gave an example of a successful local campaign launch.
Learn from Your Peers
A three-part NRCDR peer-to-peer series is focusing on aspects of national campaign localization. We are posting the recordings as they become available.
- Part one: “Strategies for Local Adoption Campaigns: Successes and Lessons Learned from Localization Grantees”
Localization grantees share best practices and lessons learned from completed grant activities. Presenters also offer recommendations for optimizing localization on an ongoing basis. Watch the recording on our YouTube channel and download the PowerPoint (PDF – 1.1 MB).
Part two: "Engaging and Developing Media Spokespeople"
The meeting highlights the benefits of engaging, developing, and supporting a diverse group of media spokespeople to promote a continuum of positive adoption and foster care success stories, and features perspectives of both professionals and families. Speakers from the state of Illinois discuss how they have engaged and utilized media spokespeople at both the national and local level. Watch the recording on our YouTube channel and download the PowerPoint (PDF – 397 KB).
Related resources shared by Adoption Information Center of Illinois:
2006 Adoptions Unlimited, Inc. annual report featuring a parent who subsequently participated in spokesfamily training (see pages 4–5)
- Part three: "Every Month Is National Adoption Month!"
This virtual meeting offered a facilitated peer-to-peer discussion about applying elements of successful National Adoption Month strategies, and other diligent recruitment strategies, throughout the year to strengthen the work that child welfare systems are already doing. The discussion and resources that were shared addressed the following topics: post-permanency support, increasing community awareness and engagement, engaging community partners, effective recruitment, and collecting and using data on resource family experiences.
Watch the recording on our YouTube channel and download the PowerPoint (PDF – 654 KB).
Related resources shared by participants:
Contact the AdoptUSKids marketing and communications director with questions about localizing the ad campaign or other ways to raise awareness.