Foster kids above all

A new campaign, in partnership with SFCASA, seeks to transform the lives of hundreds of children in foster care by matching them with one consistent, caring volunteer advocate.

Often adults’ misperception is that you need to be somewhat of ‘a hero’ to make a commitment like being an advocate for a foster child. Our campaign — leading with TV, OOH, and social — seeks to dispel this common misperception and provide an emotional nudge to adults who are curious about volunteering. 

Directed by Luis Pena, both spots are shot from the perspective of real children as they move through their world — emphasizing that this role is about showing up for the foster child’s experience, not about heroic acts or skills. 

In addition to airing regionally in the San Francisco Bay Area, the creative will be available to CASA’s national organization and local chapters.