ADOPTS WORTHY AMPAIGN
Copyright 2002 www.sun-sentinel.com
[ May 27th 2002 ]
isn't Angelina Jolie's kind of adoption. While
the actress's much-hyped difficulties in adopting
a Cambodian child have earned her headlines, about
600 children await adoption in Broward County.
Officials with the Department of Children & Families
and the Children's Services Council are hoping
a new advertising campaign will change the future
for those kids. Themed "Adoption in Broward: Easier
than ever," the campaign has budgeted $300,000
to tap television, radio, print, outdoor and movie
theater advertising to reach prospective adoptive
parents for 600 foster children, said Jack Moss,
district administrator for DCF.
including a 12-minute promotional video on adoption
in Broward, were previewed at a DCF and Children's
Services Council gathering last week. The campaign
debuts June 1, and was created pro bono by Zimmerman
& Partners Advertising, Fort Lauderdale. The campaign
will run through the summer and fall, at which
time the department will seek renewed funding
to continue the campaign, Moss said.
was brought on board and the campaign was planned
about two months ago, before the case of missing
child Rilya Wilson emerged, Moss said. The new
campaign comes as the district hopes to streamline
the adoption process, Moss said. The courts are
preparing to expedite termination of parental
rights proceedings, which could mean more children
available for adoption more quickly. A process
that used to take more than a year could be pared
down to six months, he said. "The next logical
step is we're going to have more kids available
for adoption than we would have in the past,"
he said. "So we want to publish [so people can]
know what the benefits of adopting kids through
the DCF are."
those benefits are faster processing and adoption
times than working with private adoption agencies
or foreign adoption services, as well as savings
up to $30,000 in fees and costs associated with
private or foreign adoptions, Moss said. In some
cases, the department also provides adoption subsidies,
low-cost or free medical care and paid college
tuition, he said. "There's virtually no cost of
adopting a child from the department," he said.
related to the cost of adoption, to processing
times, child background, birth parent involvement,
education and financial support, and other issues
were some of the 20 questions the agency developed
on its own before creating the campaign, said
Ron Fabbro, director of the retail division with
Zimmerman. Some of the questions, which are woven
into the advertising copy, were raised by agency
employees who are adoptive parents. "The impression
is adopting [locally] is a tough thing to do,"
Fabbro said. "But that's absolutely not true.
We needed to get that out in the campaign."
on this campaign is a new effort to recruit foster
parents, Moss said. Upward of 70 percent of all
foster parents eventually adopt foster children,
he said. The goal of the campaign is to get prospective
adoptive parents to call the county adoption phone
number and inquire about adopting a child, Fabbro