There are more than 16,000 Latino children in the U.S. Foster Care system today. Working with the Ad Council, U.S. Department of Health and Human Services and Adopt-US-Kids, REVOLUCION developed a campaign to inspire adults to view adopting children from foster care from a different perspective.
Adoption campaigns have traditionally used a heavy dose of guilt and a “do it for the kids” message to motivate adoptions. But talking to prospective Latino parents led us to a fresh, new insight: helping kids was important, but what truly motivated parents was realizing their dream of having a family. Adopting a child would make their lives complete, not just the other way around.
Complete una vida. Completa la tuya. (Complete a life. Complete your own.) became the concept behind the TV, radio, print and digital executions.
The creative for this campaign nabbed three Gold Davey Awards,
honoring outstanding creative from the best small firms worldwide.
