This project is an ad campaign to support "The Adoption Exchange". "The Adoption Exchange" is a 501 (c) (3) non-profit organization that prides themselves on being the connection between the children who wait in foster care and the families who adopt. They provide expertise and support before, during, and after the adoption process. The ad campaign is meant to reach out to prospective adoptive parents as well as potential mentors and volunteers to assist with the program.

The tagline reads “Safety. Security. Serenity.” The alliteration makes the tagline memorable. The image is a graphic of the handcuffs on the abuser’s wrists. The testimonial is written through the words of the abuser. This ad is supposed to invoke anger and empathy within the reader and is an underlying call to action.

The tagline is “The end in mind.” The end in mind came from a called the 7 Habits of Highly Effective People by Stephen Covey. One of the 7 habits is to “Begin with the End in Mind” which means to see the end result and do what it takes to get to that goal. The testimonial in the ad comes from Steve Jobs' perspective. The image is a silhouette that is supposed to hint at Steve Jobs himself without actually being his picture. Steve Jobs was adopted, and is a perfect example of how nurturing and love can produce great things.

The tree has a broken branch and only one leaf. The testimonial goes on to discuss that the tree goes through changes throughout its lifetime but it is repaired and restored constantly. This goes to show how the Adoption Exchange can help children, who feel broken, find a loving home and start a new life.