Foster Plus is a $1.25 million outreach campaign between 13 nonprofits that I helped oversee from concept to implementation.
For the majority of 2017, Oregon's media focused on the failing state of the foster care system. A lack of foster homes had led to children staying in hotels and an audit of the system as a whole came back with failing grades.
To cut into a deficit of adequate foster homes, Oregon's Department of Human Services allocated $1.25 million to create a marketing campaign to recruit and certify 150 new foster homes. The campaign brought together 13 nonprofits to collaborate on a statewide strategy that utilized research, storytelling and advertisements. From concept to implementation, I helped oversee key pieces which included coordinating with each of the 13 organizations, managing creative and budget and eventually launching the campaign's communications strategies.
Understanding the right population for change
After an agency review, I led a committee that selected the creative agency Brink Communications. Brink, in coordination with DHM Research, conducted a series of interviews and data analysis to understand key demographics of foster parents and perspectives on foster care. This research had never been done in Oregon. The research showed successful foster parents had personal experience in foster care as well as usually working in care-focused careers fields like health care, social services or education. They stepped forward to foster tied to life changes with housing, careers or relationships. We designed the campaign to reach people at this crucial point.
"We felt we had extra to give—extra energy, extra love, extra effort. What better way to spend your energy than on a child? Foster parenting is so important, and we’re so proud to be a part of this community.
Building a brand for good
From the research, Brink developed the brand Foster Plus. I handled management, feedback and approval of key messaging and design pieces. Brand pillars emphasized support, engagement, and inspiration. Foster Plus is about about encouraging people to be the home where healing happens and surrounding every foster family with extra support, every step of the way.
The logo established a soft landing through warm tones and rounded imagery. The plus symbol promotes both the healing aspect and the heightened care. Creative from videos to imagery pushes the connectivity of Foster Plus and how people are approaching care with a sense of community and understanding.
“My foster mom is the first person who believed in me. She is wonderful, kind, strict, tolerant and, most importantly, she cared about me.”
Setting the stage
Foster Plus launched in May of 2018 with a multi-tiered communications strategy to support the media buy plan. Communications strategy focused on bringing cohesive messaging between the 13 social services agencies along with a specialized media strategy bringing influencers from multiple sectors to support the campaign. For media buys, the campaign lead with digital ad strategy balanced by print and television ads for smaller markets.
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