How do you get someone to consider becoming a foster parent? It’s not like getting them to buy your socks or try your bleach. It’s a major commitment. And the truth is all of us want to believe we’re good people. Even though all of us, sometimes, do things that are not so good. That’s where the human insight for this advertising campaign comes from. Becoming a foster parent makes up for any cruddy thing you do. If someone pulls their huge SUV into a compact spot, they’re a jerk. But if you find out they’re a foster parent? Well you park anywhere you want, you foster parent you. Fostering. It makes up for a lot.
The San Francisco Health and Human Services Department needs more people to become foster parents in order to keep foster kids in their city. We created FosterSF and a campaign that got 177 new potential families into the system in just a few weeks before the pandemic hit. See more here.