I’m always impressed when a company manages to pair a good ad campaign with a crisp online presence. When it’s not a company, but a government agency, I’m floored. And “Adopt US Kids”* has done an absolutely amazing job of this by staying funny, keeping it simple and staying on message- “You don’t have to be perfect to be a perfect parent.” Their Twitter team tells quick but compelling stories (“It’d take less than 1% of the US population to find a forever family for every child in foster-care available for adoption”) and no spam.
In other words, they have a pretty straightforward recipe for success:
- Create great commercials
- Build a good website (not fancy but clean and pretty easy to navigate)
- Be Interesting on social media
One of the most surprising things about working at NewsGator this summer was realizing just how many government agencies are actively trying to figure out social media and how to best exercise it (click here for a cool case study on how the Air Force uses a NewsGator platform).
Initiatives like Adopt US Kids offer an exciting, and very unique opportunity for the government to speak directly to the people, and it’s fun to watch them figure out how they’re going to use that opportunity. Especially when it’s for something as important as this.
*AdoptUSKids is a cooperative agreement with the Adoption Exchange Association, Children’s Bureau, Administration for Children & Families, and the US Department of Health & Human Services. I don’t know the details on which agency/NGO manages which part of the campaign, but regardless, they’ve split the work/outsourced it well. Other agencies should take note.