The Situation

In the fall of 2025, the Department of Social Services launched an initiative to help children in foster care find safe, permanent homes across Virginia. At the same time, the agency worked to rebrand and educate the public on the true purpose of foster care: supporting reunification efforts that help children safely return to their biological families whenever possible.

The Solution

In partnership with Southeastern Institute of Research (S.I.R.) and CURE Agency, the Department of Social Services launched a statewide multimedia advertising campaign designed to raise awareness of Virginia’s growing need for resource parents while educating the public on the realities of foster care. The campaign featured authentic stories from real foster families across the state that was amplified through paid social media, digital streaming platforms, and CBS 6, with supporting digital, static advertising assets.