Case Study: San Francisco Human Services Agency boosts foster care inquiries with Division of Labor

San Francisco Human Services Agency doubles inquiries with Division of Labor

The San Francisco Human Services Agency faced a significant challenge: too many local foster children were being sent out of the city due to a critical shortage of foster homes. The agency partnered with the creative agency Division of Labor to launch an advertising campaign aimed at making the issue feel immediate and personal to residents, thereby recruiting more foster families to keep children within their own communities.

Division of Labor implemented a hyper-localized strategy with the "You Can Foster SF" campaign. They deployed neighborhood-targeted out-of-home advertising, local TV, digital video, and a redesigned website, all tailored to specific San Francisco communities. This approach successfully doubled expected inquiries, significantly increased the pool of potential foster parents, and drove high levels of engagement, proving the campaign's effectiveness for the agency.

San Francisco Human Services Agency