The city is launching this week an effort to recruit more foster and adoptive parents, especially those who are LGBTQ-friendly.
The goal of the $400,000 "Be The Reason" advertising campaign is to let people know how they can qualify to adopt or foster a child, and to correct misconceptions about what it takes to go through the process.
The ads are also aiming to enlist gay and lesbian foster parents, single people and other New Yorkers who LGBTQ children will feel comfortable with.
"We've done campaigns but we've never done campaigns that are this focused as this one is," said Ronald Richter of the Administration for Children's Services.
There are roughly 13,000 foster children in the city. About 12,000 of them stay with foster families and the rest are in group homes or residential centers.
The campaign also seeks to fit the needs of the children involved.
"Young people who identify as LGBTQ have found themselves struggling in the foster care system, so it is our goal to try to figure out how to make sure that LGBTQ kids are in affirming settings, that they're in foster homes where they're able to be who they are and to be comfortable, just like we want all of our kids to be," Richter said.
The advertisements also target people who want to foster or adopt pregnant teens or teen mothers as well as siblings when one of them has a special need.
Finally, ACS officials want parents who can instill the value of education and hard work in children to make them productive members of society.