About This Project
Summary
The people most likely to successfully open their homes to a foster child aren’t strangers to the idea. They’ve considered it — sometimes for years. But without a clear ask, they don’t act. We Foster WV was designed to turn intention into action. In a state with the highest foster care rate in the country, the campaign reached a narrow audience and inspired them to follow through on a tremendously complex, deeply personal decision.
Goals & Objectives
To generate viable leads for a coalition of foster care agencies by uniting them under one statewide brand, message, and integrated communications pipeline — creating, for the first time, a coordinated strategy to reach and activate qualified West Virginians ready to open their homes.
Results & Impact
The campaign ran for nine months on just $310K, engaging 9.4% of a narrow, qualified audience. That’s an extraordinarily high conversion for a complex, regulated decision — and it resulted in the strongest cohort of prospective foster parents in decades.
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