F&P announces launch of iChooseAdoption PSA media campaign created for the National Council For Adoption

Television, radio, and print PSAs direct viewers to the new educational web site iChooseAdoption.org

3.13.2008

Fort Wayne, Ind. — Floyd & Partners Integrated Brand Communications has announced the nationwide release of a public-service campaign it created for The National Council For Adoption in Alexandria, VA. The campaign, entitled iChooseAdoption, includes radio, television and outdoor media in both English and Spanish. All ads point consumers to the iChooseAdoption.org web site that provides adoption information for birthmothers and adoptive families.

"It's our great privilege to participate in this very important project," said agency president and creative director Bob Floyd. "There are many women with unintended pregnancies who could benefit from exploring infant adoption."

"Floyd & Partners created a sensitive, appealing and graphically compelling PSA campaign for us," said Thomas Atwood, President and CEO of the National Council for Adoption (NCFA). "Everything from the PSA broadcast and print ads to the press kit were professionally produced, and should have a strong impact in the media."

The theme of the campaign is: "Sometimes choosing adoption is being a good mother." This powerful message of hope is at the heart of the new campaign, created for women facing unintended pregnancies and all those who may lack sensitive, accurate information about adoption.

"We want to increase public understanding and awareness of adoption and create a more pro-adoption culture in which everyone, including women facing unplanned pregnancies, can consider adoption freely without fear, bias, or misunderstanding," Atwood said. "To do that we must promote a culture that respects and appreciates birthmothers, honors their decision-making process and supports their choice of adoption."

The campaign includes a 30-second television spot, 30- and 60-second radio spots, and outdoor posters and billboards in a wide array of sizes. All of the iChooseAdoption PSAs feature a birthmother who made the difficult but loving decision to place her child for adoption.

The PSAs can be viewed at iChooseAdoption.org, which also allows visitors to confidentially explore and learn about adoption. The Web site includes information and answers to "Frequently Asked Questions" about adoption, inspirational birthmother testimonials, and numerous other resources for prospective birthparents. The iChooseAdoption awareness campaign and Web site are part of a national effort on behalf of the National Council For Adoption's Infant Adoption Revival Project to increase adoption awareness and revive infant adoption.

Agency representatives are available for media interviews. Please contact bob@floydandpartners.com or call 260.469.3090 to schedule an appointment.

About Floyd & Partners

Floyd & Partners is passionate about developing our partners' brands. Our job is to conceive ideas that communicate the character and personality of those brands. We then craft messages to bring those ideas together into a comprehensive communications program that may include: brand analysis, market research, advertising, design, collateral, public relations, media, sales training, the Internet or just about anything else we can dream up. Putting all these together into a coherent whole is what we call Brand Locomotion.