Colorado Department of Human Services | Foster Parent Digital Recruitment Campaign

Challenge

The Colorado Department of Human Services partnered with our team to address the state’s need for 300 new foster care families. Specifically, they asked for our help addressing that need using existing video content and the infrastructure of their existing CO4Kids.org website.

Solution

Selecting stories that represented LGBTQIA+, African American, Latino, young, elderly, rural and urban communities, we edited 3- to 4-minute existing videos down to 30- to 60-second videos better suited for Facebook and Instagram. We then utilized existing foster parent email lists to create lookalike audiences across Colorado to create a social media advertising campaign – with a focus on Facebook. Our ads were optimized to drive clicks on the “Apply” button on CDHS’ “How You Can Help” page, which directly connected respondents to local, county-level staff capable of addressing their questions and needs and, when appropriate, funneling them into the potential foster parent pipeline.