Foster-Care Billboards See Lives Turned Upside Down

Drivers in Wisconsin might wonder about the sobriety of the local billboard workers this month, as four dozen outdoor ads across the state now show an upside-down image of an adult and child, with no copy. It's no accident, of course—as people will see on May 2, when the images are flipped right side up, and joined by copy that reads, "Turn a life around," along with the URL fosterparentsrock.org. The campaign, for Adoption Resources of Wisconsin, is by Serve Marketing, which is something of a specialist in outdoor stunt PSAs—having once affixed scratch-and-sniff dirty diapers to bus shelters as an anti-pregnancy incentive.