Foster-SF 2024

Division of Labor’s third campaign for Foster-SF and the San Francisco Human Services Agency. This year, we’re rallying the city neighborhood by neighborhood and also launching the first TV campaign ever for Foster-SF to help get more foster families to help more foster kids. Special thanks to the fabulous Julie Costanzo, Lou Weinert, Doug Brown , Ivan Miller and Chris Forrest and DoL’s Rebecca Reid, Faruk Sagcan and Luis Gonzalez.

You might also be interested in our work for Marin Foster Care. See it here.

You Can Foster SF

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  • We’ve worked with the City of San Francisco since 2020 creating advertising campaigns to attract new foster families for kids in San Francisco. We’ve executed three successful advertising campaigns increasing the number of homes available for foster youth, building our pipeline of new foster parent candidates and finding new mentors and volunteers.

    With San Francisco being one of the country's most expensive places to live, it’s tough to find people with the space, time, patience and means to open their homes to these kids. This latest ad campaign was designed to focus on some specific misconceptions about being a foster parent while targeting certain ethnic groups and neighborhoods that had expressed interest via research.

  • Division of Labor is the ad agency for startups. We often work with tech companies, healthcare brands, consumer products, B2B companies, and more. But we always talk with our clients about the emotional triggers that motivate people to act. To potential foster parents, knowing they’re wanted and needed as they are has proven to be emotionally resonant. 

    It doesn’t matter if a person is gay, straight, black, brown, white, trans, rich, poor, married, single, divorced or whatever; you’re needed, whoever you are. The advertising campaign told simple stories about regular people who managed to change a kid’s life just by being who they are. If you can build a fort, braid hair or play with a stuffed animal, you can be a foster parent. No special skills. No language requirements. No neighborhood off limits.

  • We were hyper-local and targeted specific zip codes only with our buy. This was the first time FosterSF did local broadcast TV and it was a pretty big deal. The advertising campaign also ran on bus shelters and billboards in specific neighborhoods, as well as social media. It ran in English, Spanish and Chinese to ensure inclusivity. 

  • Past campaigns have driven hundreds of new foster parents into the pipeline. Our first campaign obtained 177 new potential foster families, exceeding our goal by over 75%. Subsequent campaigns continued with equal or better results. This campaign is too new to report results as sometimes the government works slower than startups! More soon.