In 2003, the Ad Council partnered with the Children’s Bureau and AdoptUSKids on a national adoption recruitment campaign to encourage the adoption of children from foster care. PSA’s have been developed with a specific annual focus, including teens, Spanish language, African-Americans, sibling groups, and children 8 and older. The consistent tag line, 'You don’t have to be perfect to be a perfect parent', has been used to communicate a humorous angle on the seemingly challenging task of adopting from foster care. It reassures prospective parents that even if not 'perfect,' they have the ability to provide the stability and security that children in foster care need and deserve.
