Foster Care & Adoption

Four campaigns, one argument: older kids in the foster system need families, and the families are already out there. They just have not been asked in a voice that sounds like their own.

Adoption SF: Proud Families · Family Builders, San Francisco Human Services Agency

Recruiting individuals and couples to adopt older children from the foster care system, aimed squarely at African American and LGBT+ families. The campaign voice is a parent's, mid-realization: I never knew how proud I could be… until I adopted Anthony. The buy went where San Francisco actually is: transit, print, posters, palm cards, coffee sleeves, and a Pride Parade float, all under adoptionsf.org.

Someday · Family Builders, Alameda County Social Services Agency

Awareness and support for the adoption of foster kids across the bay: a television commercial carried the story, and the small media carried the reminder: magnets, fans, bookmarks, brochures. The things that stay on a refrigerator longer than a media flight.

I Save Neighborhood Kids · Michigan Department of Human Services

Detroit and Southeastern Michigan. The goal: keep foster children in their own neighborhoods by recruiting foster parents from those neighborhoods, African American women aged forty to seventy. The headline hands the audience the identity already earned: I save neighborhood kids. I'm a foster parent. Television PSA, movie theaters, billboards, transit, posters, mailers, print, digital.

The Pursuit of Family · Human Rights Campaign

The national seat in the suite: recruiting LGBT+ individuals and couples to adopt older children, for the Human Rights Campaign, running in San Francisco, Los Angeles, and Washington, DC. Billboards, bus shelters, windowscapes, palm cards, posters, digital.