In late February of 2020, we launched our first campaign for Foster SF and San Francisco’s Human Services Agency. The goal: Find foster families and foster homes for the city’s most vulnerable citizens.

 The campaign hit all the marks in terms of website traffic and inquiry calls. But it’s tough to reach your full potential when you launch an outdoor campaign during a pandemic-induced lockdown. “Much of the media buy was OOH, which doesn’t work so well when the city was asked to shelter in place,” explains Josh Denberg, Division of Labor Advertising’s chief creative officer.

Then came the crashing economy, riots, and record-setting wildfires, these external forces didn’t exactly help in our quest to find viable foster homes. And when there are no homes available in San Francisco, these already traumatized kids were forced to move out of the city for placement elsewhere. It’s a tragedy on top of tragedy because, in addition to being separated from their parents, they also get separated from friends, classmates, teachers, and a familiar community.  And, to that end, it’s Foster SF’s mission to do everything they can to prevent that from happening.

Last year’s messaging relied heavily on humor. But for this year’s campaign, the creative team agreed that a change of tone more in keeping with the state of the world was imperative. “We needed an approach that was both strategic and empathetic,” says Denberg.

DOL’s, creative director, Faruk Sagcan, quickly figured out how to do just that. His idea focused on what happens when Foster kids are forced out of The City. He proposed illustrations of San Francisco’s most iconic landmarks, but with a piece of the landmark removed. The message: “When Foster Kids are placed outside San Francisco, we lose a piece of The City.” Executions include the Golden Gate Bridge minus one tower, a gateless entrance to China Town, and the Painted Ladies sans one of its ladies.

 For media, we focused almost entirely on digital and social, plus a few pole banners strategically placed along main city arteries. Hopefully, we can get the caregiver families needed to get these kids back to San Francisco. After all, it’s been a tough year for everyone. But even tougher on foster kids.

We’re honored to work with the San Francisco Human Services Agency and have high hopes for this year’s campaign.

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