Family Builders, a Bay Area (SF, USA) adoption/foster care agency, together with the City and County of San Francisco, is launching a new media campaign urging lesbian, gay, bisexual and transgender (LGBT) families to adopt. This bold initiative, which features images of diverse families under controversial political buzzwords, is redefining what it means to be a family.
The terms “Family Planning” and “Intelligent Design” are used to describe the unique experience of being an adoptive family to an older child. In addition to LGBT people, African Americans and single parents are depicted in the project. The campaign will include outdoor, transit, and print advertising, brochures, website, web banner ads and outreach materials which will be distributed at events like SF Gay Pride in the coming months. It kicks off with a press conference on Monday, May 21.
The campaign’s goal is to recruit individuals and couples to adopt older children who are currently in the foster care system. These older children can be difficult to place, as most prospective parents prefer younger children. Older children are many times left to grow up without permanent families and have to face the world without the kind of family support that most of us take for granted.
The campaign was designed and created by Better World Advertising. Creative Director Les Pappas said, “The campaign is very timely, given the current efforts of fundamentalist Christian groups who are trying to prevent LGBT families from adopting. This campaign sends a very clear message – in San Francisco, gays, lesbians, bisexuals and transgenders are not only allowed to adopt, but are strongly encouraged.”
More information at the AdoptionSF website.