The pregnancy was unplanned. Now what?

Women around the country who are considering whether to give up their soon-to-be-born baby for adoption may find help and advice through a Web site designed by a Fort Wayne company.

Floyd & Partners advertising and public relations firm created the iChooseAdoption.org Web site as part of a campaign for the National Council for Adoption.

“The best brands are built around the customer,” said Bob Floyd, the business's founder and president. “iChooseAdoption.org is focused on the women in this position.”

The Web site, www.iChooseAdoption.org, contains answers to frequently asked questions about adoption; resources for birth mothers, birth fathers and their families and friends; and contact information for the National Council for Adoption.

The Web site was an extra his company created for the council as part of another project, Floyd said.

His company was invited to enter the National Council for Adoption's contest for development of public-service radio and television announcements that encourage women with an unplanned pregnancy to consider planning to give the baby up for adoption, he said.

Floyd's firm, which has five staff members in Fort Wayne and three in Washington, D.C., won the contest with a PSA built around a woman character's choice to give up a child for adoption. The 30-second TV spot also shows the adopted child four years later, where she is celebrating her birthday with her adoptive family.

The project was somewhat of a family affair: Floyd wrote the script for the PSA video and one of his sons, Jeremy, an independent filmmaker, directed the filming, which took place in one day in South Pasadena, Calif.

Floyd & Partners sent the TV spot to 400 TV stations in the top U.S. markets — including Fort Wayne — and it had aired about 14,000 times as of April, the most recent figures he had, Floyd said.

The PSA also won the company two national trade awards: a 2008 Davey Award for best integrated marketing campaign and a 2009 Telly Award for best public-service campaign.

While working on the adoption project, Floyd said his firm, which recently also created the new Allen County Fair logo, looked at the bigger picture and saw a need for a Web site with information for women deciding whether to give up a baby for adoption.

The long-term idea is for local adoption agencies to sponsor the Web site in their communities, Floyd said.

For a sponsorship fee paid to the National Council for Adoption, the local agency's contact information would appear on the iChooseAdoption.org Web site when someone from that locality goes to the site in search of information.

“Sponsoring agencies get a cheap way to create awareness and more contact with clients,” Floyd explained.

The sponsorship fees help the National Council for Adoption fund more public-awareness activities, he added.

The down economy has slowed the rollout of the sponsorship plan, however, Floyd said, because many social-service agencies have had to focus their resources on helping people with basic needs.