Pacific Clinics’ Foster Care & Adoption Services Recruitment Campaign
Pacific Clinics’ Foster Care & Adoption Services (FCAS) team came to me with a request: to help them tackle one of the most challenging aspect of their jobs. Their primary focus was recruiting potential foster parents.
The Creative Concept: Find The Foster Parent In You
The concept of this ad campaign for recruiting foster parents is unconventional. With the tagline, “Find The Foster Parent In You,” this social advertising campaign profiled all the attributes of who everyday foster parents are. What we wanted to convey to viewers is that the requirements are simple, and, foster parents come from diverse backgrounds.
Funny enough, the mockup the team loved most was the one I almost didn’t share because I assumed they’d find it too casual. But I was wrong, and I’m glad that they were curious enough to see where the creative direction could go.
Understanding Official Nomenclature
In many states, foster parents are legally known as “resource parents” and/or “professional parents” depending on their level of trainings. These updated labels had good intentions for reframing the conversation around the responsibilities of foster parents. Although this became the official nomenclature more than a decade ago (2013 in California), it was clear in our findings that the sentiment on these new terms were not well received, known, understood, nor adopted (pun intended) by the general public.
After discussion, the FCAS team and I decided that the campaign would be more successful using terminology the community was more familiar with. Usage of “foster parent” in this campaign did not detract from the application, vetting and training process of becoming resource parents as mandated by the state.
Recruitment Campaign Data and Demographics
- Official Labels: Resource parents and/or professional parents.
- California Nomenclature Change: Became official in 2013.
- Campaign Tagline: “Find The Foster Parent In You”.
- Strategic Focus: Diverse backgrounds and simple requirements.
Digital Strategy and Conversion
The team initially wanted to point prospects to the main FCAS page. However upon further review and recommendation, landing pages were developed to support this campaign. Each page reflected our target demographics and were designed specifically to convert into form submissions.