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.


increase in foster care applications
in the first three months.