Client: Oregon Every Child Affiliates
Partners: The Contingent + Oregon Department of Human Services

Project Scope: Pilot digital segmentation campaign integrating strategy, creative direction, and multi-channel marketing

Goal:

• Generate 1,600 qualified foster care inquiries within a three-month campaign window

• Identify and activate high-potential foster parent audiences through targeted messaging

• Build a scalable recruitment model informed by real-time data and audience behavior

Stakes:
Oregon’s foster care system faces a critical shortage of resource families, leaving thousands of children without stable placements. This campaign aimed to close that gap by turning awareness into action through a targeted, emotionally resonant marketing approach.

As the lead strategist and creative director, I designed and executed a data-informed, audience-first campaign that reframed foster care recruitment as both a personal and community-driven call to action.

The strategy centered on digital segmentation, identifying and targeting individuals most likely to become foster parents, particularly socially progressive, community-minded audiences open to inclusive and non-traditional family structures.

Key elements of the approach included:

• Audience Segmentation & Targeting:
  Defined primary and secondary audiences, focusing on high-intent, digitally engaged individuals and multicultural millennials across key counties

• Narrative-Driven Creative Strategy:
  Built messaging around belonging, safety, and visibility, anchored by the campaign line:
  “Every Child deserves to be safe. Every Child deserves to belong. Every Child deserves to be seen.”

• Integrated Funnel Design:
  Directed all campaign traffic to a central film and landing page experience, culminating in clear calls to action for local “Explore Fostering” events

• Localized Messaging:
  Developed district-specific content and statistics to create urgency and relevance at the community level

• Multi-Channel Execution:
  Deployed a coordinated mix of email, paid digital ads, print, and web content to guide users through the recruitment pipeline

• Data & Optimization:
  Established tracking systems to measure engagement, refine targeting, and inform future statewide campaigns

The guiding question was:
How do we move someone from passive awareness to life-changing action?

• Launched a pilot segmentation model for foster parent recruitment in Oregon

• Generated high-quality inquiry pipeline aligned with ODHS screening process

• Built a scalable, data-informed framework for future campaigns

• Increased visibility and engagement among target audiences

• Strengthened the connection between community members and the foster care system