The Ad Council and AdoptUsKids: Seeking an Innovative Advertising Strategy

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.