“These children are not someone else’s responsibility. They are our responsibility.”
Today, in the U.S., there are well over 100,000 children in foster care waiting to be adopted. The average age of these children is eight, and many of them are siblings. The Dave Thomas Foundation for Adoption is the only nonprofit organization dedicated to finding a loving family for each and every one.
Many potential parents exploring adoption have preconceived notions about the kinds of children who are in foster care. But these kids aren’t there because they choose to be, or because they are troubled, or unlovable. It’s because somewhere, somehow, they’ve been let down. It became clear that the most important thing our work had to do was change these inaccurate perceptions.
What more powerful way to shift perceptions than to let the children say it themselves? Shot in stark black and white, each child proudly proclaims what they are not — with a strong expression of hope on their faces. The resulting brand found the same balance between urgency and optimism, with down-to-earth typography, textured graphic elements, striking photography, and direct headlines
The traditional collateral that crowds adoption agencies tends to lean on stock imagery and clichéd content. We created a poster presence to stand out in this environment.
The foundation relies heavily donations from individuals, businesses, and organizations, and needed a compelling story to share with each of them. Now, each time the foundation sends a kit to a potential donor, a staff member hand-writes the current number of children in the U.S. foster care system directly on the brochure cover.
To evolve the brand and the initial campaign, we took a closer look at the ages of the children waiting in foster care. When considering adoption, many future parents assume that adoption is about bringing an infant into your home. The spot works to dispel the notion that a family has to start with a mom, a dad, and a baby, right at birth. In fact, it’s never too late to start or extend a family.
We designed the identity and brand for this fun fundraising effort that creates kickball tournaments all over the country.