The goal of this project was to explore and develop concepts and copy for testimonial ads. The testimonial ads should captivate and invite continued attention, present clear and compelling messages throughout, establish a brand voice and personality and be delivered in a comprehensive layout.

These testimonial ads were developed for The Adoption Exchange, a nonprofit Organization that offers support to families through all phases of their adoption process. They are a bridge between children waiting in foster care and families who adopt. The target audience is single individuals or couples who want to be parents and want to give a child or children a home. The targeted age range is 28-44, either male or female, patient and flexible to adapt to the unique challenges may come from the child’s circumstances in a supportive way. The target has strong family ties, has strong ties to their community and is supported by their tribes and has established a village that will lend support of the newly established family. The target has engaged in community outreach specific to youth and families through a church group, a fraternity/sorority or other community-based agency.

This is the sketch of the idea in the very beginning stages of concept creation.

This image is the first ad in the persuasive testimonial campaign. The goal of this ad is to persuade individuals who are looking to adopt an older child but need a reminder of why adoption of older children is beneficial. The chosen spokesperson is an expert on the subject, Alexander, who was adopted at the age of 15. Alexander's message is that even though he would only have been in the system three more years, he is grateful to have a family connection as this will greatly decrease his chances of becoming homeless by his 20th birthday.

This image is the second ad in the persuasive testimonial campaign. The goal of this ad is to persuade individuals who are looking to adopt and need reinforcement of their desire to help a child in need and move them forward to taking first steps. The chosen spokesperson is an expert on the subject, Rebecca, adopted at age 7. Rebecca's message is that her adoptive family greatly decreased her chances of becoming a mother before she was ready--before the age of 20.

This image is the final ad in the persuasive testimonial campaign. The goal of this ad is to communicate to individuals who are looking to adopt that a child in the foster system needs help most. Even though some children find family solutions in a foster setting, before aging out of the system, they could be moved up to seven times. The chosen spokespersons are sisters, Hailey and Skylar, adopted at ages 4 and 11. Their message is that in addition to family ties and hope, they are thrilled at the idea of a permanent bed to sleep in.