n a recent marketing project, I focused on designing a campaign aimed at increasing the adoption rates of older children in foster care. The campaign, titled #ShareYourBlessings, targeted "empty nesters" to encourage them to consider adoption and provide a loving, permanent home to children who often face lower adoption rates than younger children.
The adoption of older children is an ongoing challenge, with factors such as perceived behavioral issues, past traumas, and preferences for younger children contributing to lower adoption rates. Despite the fact that many older children in foster care are in desperate need of stable homes, only a small percentage find permanent families. With an estimated 113,589 children in foster care awaiting adoption, many risk "aging out" of the system, leading to unstable futures.
The campaign centered around empty nesters, primarily those aged 50 to 70, who may be seeking renewed companionship and a sense of purpose after their children have grown and left the home. We identified key motivations for this group, such as the desire to make a positive impact and fulfill their parental instincts without the extended time commitment that comes with raising an infant.
Our goal was to shift perceptions within this demographic, helping them see the adoption of older foster children as an enriching experience that not only provides love and stability to the child but also brings fulfillment and purpose to their own lives.
The #ShareYourBlessings campaign had three main objectives:
The campaign tackled common barriers, such as the perception that adopting infants is easier or the fear of potential behavioral issues in older children. We highlighted the benefits of adopting older children, including:
The heart of our campaign was the #ShareYourBlessings message, emphasizing that empty nesters can make a profound difference by adopting older children. The campaign's tone was authentic, compassionate, empowering, and heartwarming, focusing on the fulfillment and joy that adoption can bring.
This project reinforced several key marketing insights: Breaking Down Misconceptions: Successfully shifting perceptions requires addressing common misconceptions head-on while emphasizing the benefits of the action you’re promoting. Emotional Appeal: Using an authentic and compassionate tone helped to connect with empty nesters on an emotional level, highlighting the personal fulfillment adoption can bring. Multi-Phase Strategy: Implementing a multi-phase strategy that includes education, engagement, and evaluation ensures that a campaign has depth and adaptability.
The #ShareYourBlessings campaign not only aimed to increase adoption rates for older foster children but also sought to create a legacy of love, stability, and support. By addressing the unique needs and motivations of empty nesters, this campaign offered them the opportunity to provide a forever home and make a lasting impact on a child’s life.
Got a project in mind? Let's create something great. We can transform that idea into real product.
