Adopted cause | Adweek
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Adopted cause

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Chicago Creative Partnership attempts to clear up confusion about adoption among African American families with a new radio effort that features former Chicago Bears player—and adoptive father—Gale Sayers.

The campaign, for an Evanston, Ill., adoption agency called The Cradle, seeks to erase any misconceptions that adoption is akin to foster care, said Kevin Houlihan, president of the Chicago shop. Using takes from interviews with the Hall of Fame running back, the spots tell the story of Sayers' adopted children.

"Sandra [Sayers] and Gale's passion about adoption made them the perfect advocates for our message," Hou lihan said of the pro bono campaign.

Sayers' dedication to The Cradle's cause extends beyond a radio endorsement. He is on the organization's board and has a namesake center devoted to furthering adoption in the African American community.