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Children's Aid & Family Services Wins Award For PSA Featuring DMC

Northern New Jersey nonprofit, Children's Aid and Family Services, today announced that it has been honored with a Gold MarCom Award for a public service announcement it produced with its celebrity spokesperson Darryl McDaniels of the legendary rap group, Run-DMC.

The MarCom Awards recognize outstanding creative achievement by marketing and communication professionals. This year there were over 5,000 entries from throughout the United States and several foreign countries in the 2008 competition.

The MarCom Awards recognized the public service announcement for radio recorded by McDaniels which urges listeners to "make a difference in the life of a child: be a mentor, volunteer, donate your time." The PSA has been playing on radio stations throughout the tri-state area.

Darryl "DMC" McDaniels, whose hip hop group Run-DMC is a nominee this year for the Rock and Roll Hall of Fame, announced in May his partnership with Children's Aid and Family Services; McDaniels hopes that his high profile will give a voice to the thousands of children currently in the foster care/adoption system in New Jersey while raising awareness that "It's Cool to Care."

In the past five months, McDaniels has been featured on the agency web site, video and radio PSAs, and billboards throughout northern New Jersey urging people to find out how they can make a difference in an adoptive or foster child's life. Moreover, he has reached out to residents at the agency's group homes to speak with the children, listen to their concerns, and act as a role model for the boys and girls awaiting adoption or to be reunited with their families. Last month, he was also the guest speaker at an awards dinner attended by all the children and teenagers in the agency's foster care programs.

Since McDaniels discovered in 2000 that he was adopted, he has been a strong advocate for the cause, receiving a Congressional "Angels in Adoption Award" for his work. McDaniels' documentary "DMC: My Adoption Journey," produced with VH1 in 2007, won the Emmy in the "Outstanding Arts & Culture Programming" category.

McDaniels helped form Run-DMC - the legendary trio credited with revolutionizing and pioneering the rap genre in the early 1980's. Run-DMC sold more than 30 million albums and singles worldwide, and was the first rap act to earn RIAA gold, platinum, and multi-platinum albums, have a #1 R&B charting rap album, and a Top 10 Pop charting rap album.

"We are so excited and honored that Darryl will be working with us to help bring awareness to children currently in foster care, available for adoption, and those aging out of foster care," said Bob Jones, Ph.D., President & CEO of Children's Aid and Family Services. "Darryl provides a positive role model to these children that they are not alone, that someone as successful and famous as DMC really cares about them."

About Children's Aid and Family Services
Children's Aid and Family Services is one of the largest regional, nonprofit human services organizations serving northern New Jersey. The agency is fully accredited and has served the community for more than 100 years. Its mission is to preserve, protect and, when needed, provide families. Motivated by compassion for vulnerable children, young adults, frail elderly and their families, it provides high-quality and innovative services that meet their social, educational and emotional needs. For more information, to view a copy of DMC's video PSA for the agency, or watch video clips of children seeking an adoptive family, visit

Read More About D's Adoption Story & Emmy Award
Have An Adoption Story? Share With DMC and Other Adoptees HERE

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