Catholic Guardian Society and Home Bureau

A multi-media awareness campaign increased the scheduling of prospective foster parents by 35% 
for this urban New York City foster agency.

The Challenge:

There was a large, disproportionate number of teenagers within the New York City foster care system compared to the number of prospective parents willing to foster older children.

The Approach:

Create a teenager-focused recruitment campaign that would…

• Call attention to the rising number of teenagers within the foster care system.
• Address negative misconceptions about what it’s like to foster a teenager.
• Promote the rewarding aspects of fostering an older child.

The Solution:

A multi-media campaign including cable advertising, website enhancements, collateral handouts, targeted direct mail and emails was implemented within the New York City area over a three month period. The campaign strategy utilized emotionally-driven imagery and messaging.

The Result:

In just three months, Catholic Guardian experienced a 35% increase in scheduling prospective foster parents for orientation/information sessions. There was also a 10% increase in community partnership requests to display and distribute teenager-focused foster brochures. The campaign yielded thousands of new impressions, calling attention to the growing need to foster disadvantaged teenagers in the New York City area.

Want to learn how Foster Recruitment Specialists can partner with you to help find loving homes right in your community?