The Dave Thomas Foundation — Up for Adoption

In Canada today 30,000 children wait to be adopted from foster care. Yet surprisingly, research finds that people are more likely to pay attention to animal adoption than foster care adoption.

So for National Adoption Month, we flipped that insight on its head to shine a light on the critical need for foster care adoption. We created a campaign that looked like a typical animal adoption campaign: ads featuring kids playing with adorable animals.

The surprise comes when you click through or visit the microsite, UpForAdoption.ca, which reveals that it’s not the animals in the ads that are up for adoption — it’s the children.