Case Study: Dave Thomas Foundation for Adoption shifts child welfare beliefs with Fenton

Dave Thomas Foundation for Adoption shifts child welfare beliefs 8% in 2 months with Fenton

The Dave Thomas Foundation for Adoption (DTFA) faced a challenge in shifting the perceptions of child welfare professionals. While research showed broad support for the goal of legal permanency for children in foster care, many professionals were skeptical that it was possible for every child. To address this, DTFA enlisted the communications firm Fenton to develop a data-driven advertising campaign.

Fenton launched a multi-channel digital advertising campaign targeting these skeptical professionals. The approach used impactful, real-life stories to demonstrate that adoption is possible for all children. The vendor's strategy included audience modeling and media effectiveness testing. Fenton's campaign successfully moved 8% of the target audience from disagreement to agreement with the statement that every child is adoptable, a significant shift achieved in just two months with a high degree of statistical significance.

Dave Thomas Foundation for Adoption