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 campaign combines out-of-home, digital and social media executions along with re-targeting banners and a new landing page design.
The San Francisco Chronicle article on the campaign also told the story of a family who has fostered multiple kids over the years, including a medically fragile baby they have since adopted.