Embrace Oregon is a non-profit dedicated to recruiting foster parents to help alleviate the crisis-level shortage in the Portland area. They wanted to launch a campaign called Every Child to reach new audiences, and help reduce the stigma around foster care.

The strategy was to identify key constituencies, then develop a content strategy to reach them. The decision was made to emphasize β€œon-ramps,” which are smaller commitments than full on foster care, but introduce families to the foster care system and to the children who need help. Embrace also shifted from a religious message they used to recruit families inside of churches to a more secular tone in order to appeal to a broader audience.

The personas created help Embrace to target their message, and make sure they are appealing to their core audience.

STATS

300%
increase in foster care applications
in the first three months.