SF-HSA

We worked with the San Francisco Human Services Agency to find homes for foster kids. Too often, the kids are placed outside The City, away from friends and family, because there aren’t enough caregiver families. (That’s a government term for nice, generous people that volunteer to mentor, foster or adopt.) And when foster kids are placed outside The City, we lose a little piece of San Francisco. For more details, click on our past blog post.

If you like this, you might also like our Foster SF 2019 campaign as well as our 2019 blog post on the genesis of the campaign.

Illustrations for San Francisco Human Services Agency advertising campaign

We lose a piece of San Francisco when foster kids are placed outside The City.

Social Advertising campaign by Division of Labor for San Francisco Human Services Agency
Digital advertising by Division of Labor for FosterSF and the San Francisco Human Services Agency
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WANNA KNOW MORE?

  • Division of Labor is an ad agency in San Francisco that works regularly with the City to help bring new families into the foster care pipeline. It’s a tough place to find candidates who have the space to bring a child into their home. This campaign was actually the second Foster Care campaign we did with the city. The first one is HERE and, as you’ll see, it struck a very different tone than this second ad campaign. We created the original one before Covid, (BC as some people say) so the situation in town was quite different. For this second campaign, we struck a more serious tone and applied a visual approach rather than a copy-driven approach.


  • Division of Labor is an Ad Agency in San Francisco but our team is spread out across the country. The strategic direction for the campaign took shape when one of our creative directors in New York, Faruk Sagcan, looked at the brief and focused on one simple fact; foster kids are often moved out of the city because there just aren’t enough foster homes here. That’s the crux of the problem for these kids, but we needed a simple way to demonstrate.

    The iconic visuals with missing pieces brought the idea to life. Then we created simple animations that became the focus of the video campaign.

  • Division of Labor has been an advertising company in San Francisco since 2010. We know the city and the media landscape here pretty well. The campaign ran as outdoor on billboards and banners with a strong push into digital video, social video and YouTube.

  • The campaign drove over 150 new families to become potential Foster Parents to kids in the city. That number beat the city’s goal by 66%.

    Because of the success of both our Foster campaigns, the City asked us to do another campaign in 2024. Check it out HERE.

    Division of Labor is the advertising agency for startups in San Francisco. But we’re also proud of the work we do to help those that have nothing to do with the technology culture in the city.