2013 Nonprofit PR Awards: Public Service

Winner: National Adoption Day Coalition and Paul Werth Associates – 2012 One Day PSA Featuring Adoptive Families

National Adoption Day, which debuted in 2000, has helped nearly 40,000 children move from foster care to permanent families. In 2012 the National Adoption Day Coalition rolled out a PSA video designed to boost awareness of the more than 100,000 children in foster care who are still waiting to be adopted. The video, featuring actor Willie Garson and his adopted son, was part of a broader campaign to encourage individuals to consider adopting a child from foster care.

Set to air during November (National Adoption Month), the PSA focused on three key messages: every child deserves a loving home, thousands of children are waiting to be adopted and by adopting a child you can change his or her life. The spot was distributed digitally to 800 TV stations throughout the country while 50 hard copies were sent to top media markets for consideration. In addition, Paul Werth Associates identified leading blogs and traditional media outlets to share the PSA and National Adoption Day messages with. What’s more, four e-newsletters were distributed to nearly 500 National Adoption Day event planners.

The PSA aired 840 times, which translated into more than six million media impressions. Most important, on National Adoption Day 2012 more than 4,500 children in foster care were adopted. — Matthew Schwartz 

Honorable Mentions:

• Kaiser Permanente - Walk-And-Talk with Every Body Walk!

• National Association of Insurance Commissioners - Insure U: Get Smart About Insurance: TV Public Service Announcement

• Ogilvy Public Relations Worldwide – Obesity Happens One Pound at a Time

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