In 2003, the Advertising Council commissioned kirshenbaum bond + partners to develop a pro bono advertising campaign for AdoptUsKids to help find permanent homes for the nation's 100,000 children in foster care. Given the highly specialized target audience and the enormity of the call to action, what strategy would motivate potential parents to take a step that would undoubtedly have an impact on the rest of their lives? Would kbp's advertising be successful in changing well-established attitudes and behaviors?