Top Spot of the Week: Ad Council, Durable Goods, Director Meghan Frederico Create "Portrait" For Teen Adoption


Robert Goldrich
Wednesday, Sep. 21, 2022


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The U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF), AdoptUSKids, and the Ad Council have launched emotional public service spots that encourage prospective parents to adopt teens from foster care. Created and produced by Durable Goods, the PSAs are inspired by the stories of real adoptive families that highlight how rewarding adoption is for both parents and teens. 

“Our goal for these new PSAs is to continue to share poignant and emotional stories as genuine as the teens and parents who inspired them. Through these films, we can help prospective parents see the rewards that come with adopting teens from foster care: a lifetime of memories and experiences that both parents and children benefit from,” said Michelle Hillman, chief campaign development officer of the Ad Council. 

Many prospective parents look forward to big life moments, such as seeing a child take their first steps or celebrating their first day of school, but oftentimes don’t think of the rewards that can come with raising a teen.  The new PSAs--directed by Meghan Frederico--are an extension of the campaign’s “You Can’t Imagine the Reward” platform and showcase the positive impact teens and their adoptive parents have on one another. 

This PSA titled “Portrait” highlights some of the small moments that can build up to a lifetime of rewards, such as exploring new interests and creating memories together as a family. 

“This was such a special project,” said Durable Goods’ Frederico. “I spent six months working closely with the team to research, concept, and script these films, and it all began by speaking with families who had adopted teens from foster care. These conversations ran the gamut from tear-jerking to hilarious, and it was important to me that our work captured that full spectrum of emotion. Not just the emotional resonance of their stories, but also the vitality, joy, and spirit of these families.”


Client Ad Council Cece Wedel, VP, group campaign director; Mary Zost, campaign director; Milan Genovese, campaign manager; Diego Villegas, assistant campaign manager. Production Company & Creative Durable Goods Meghan Frederico, director; Taylor Kephart, co-writer Jon Peter, DP; Rebecca Wray, exec producer; Kimberly Estrada, producer; David Dreyer, production designer; Melanie Sommer, wardrobe stylist; Simona Vankova, Juliet Cesario, hair & makeup. Editorial Little Farm Kristin Yawata, editor; Gavin Carroll, exec producer; Ben Ferren, producer; Herbert Moran, assistant editor; Thom Reimerink, finishing/conform; Danielle Fowler, finishing/conform assist; Shaun Jacobs, mixer. Music Daniel Rutka, composer.

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