F&P in Fort Wayne News Sentinel

Fort Wayne, Ind - Kevin Kilbane from the Fort Wayne News Sentinel wrote about an adoption campaign and website www.iChooseAdoption.org created by, Floyd & Partners, a local Advertising & Public Relations firm. Below is the article and a link to the News Sentinel website.

National iChooseAdoption.org Web site was created by local advertising agency

By Kevin Kilbane

The pregnancy was unplanned. Now what?

Women around the country who are considering whether to give up their soon-to-be-born baby for adoption may find help and advice through a Web site designed by a Fort Wayne company.

Floyd & Partners advertising and public relations firm created the iChooseAdoption.org Web site as part of a campaign for the National Council for Adoption.

"The best brands are built around the customer," said Bob Floyd, the business's founder and president. "iChooseAdoption.org is focused on the women in this position."


The Web site, www.iChooseAdoption.org, contains answers to frequently asked questions about adoption; resources for birth mothers, birth fathers and their families and friends; and contact information for the National Council for Adoption.

The Web site was an extra his company created for the council as part of another project, Floyd said.

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His company was invited to enter the National Council for Adoption's contest for development of public-service radio and television announcements that encourage women with an unplanned pregnancy to consider planning to give the baby up for adoption, he said.

Floyd's firm, which has five staff members in Fort Wayne and three in Washington, D.C., won the contest with a PSA built around a woman character's choice to give up a child for adoption. The 30-second TV spot also shows the adopted child four years later, where she is celebrating her birthday with her adoptive family.


The project was somewhat of a family affair: Floyd wrote the script for the PSA video and one of his sons, Jeremy, an independent filmmaker, directed the filming, which took place in one day in South Pasadena, Calif.

Floyd & Partners sent the TV spot to 400 TV stations in the top U.S. markets — including Fort Wayne — and it had aired about 14,000 times as of April, the most recent figures he had, Floyd said.

The PSA also won the company two national trade awards: a 2008 Davey Award for best integrated marketing campaign and a 2009 Telly Award for best public-service campaign.

While working on the adoption project, Floyd said his firm, which recently also created the new Allen County Fair logo, looked at the bigger picture and saw a need for a Web site with information for women deciding whether to give up a baby for adoption.


The long-term idea is for local adoption agencies to sponsor the Web site in their communities, Floyd said.

For a sponsorship fee paid to the National Council for Adoption, the local agency's contact information would appear on the iChooseAdoption.org Web site when someone from that locality goes to the site in search of information.

“Sponsoring agencies get a cheap way to create awareness and more contact with clients,” Floyd explained.

The sponsorship fees help the National Council for Adoption fund more public-awareness activities, he added.

Here is the original Fort Wayne News Sentinel Article "National iChooseAdoption.org Web site was created by local advertising agency".

About Kevin Kilbane

Kevin Kilbane is a features editor with News Sentinel Newspaper in Fort Wayne. He can be reached at kkilbane@news-sentinel.com or by phone at (260) 461-8347.

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.