Rethink Foster Care

In the spring of 2013, I was invited to take part in Grey NY’s annual Grey Masters program—an interagency competition that pits teams of the agency’s best and brightest up-and-coming employees against one another in a new business pitch.

Our client was New Alternatives for Children (NAC)—a foster care agency based in New York City that specializes in medically fragile children. Our challenge: to create a campaign to help them bring in more qualified foster parents while building the NAC brand.

The winning campaign, Rethink Foster Care, redefined the NAC brand as well as New Yorker’s preconceived ideas about foster care.

This was an integrated campaign spearheaded by local television and radio PSAs.

The campaign lived in print as well as a massive out-of-home advertising push all over New York City.

The television and radio PSAs as well as the print and out-of-home advertising drove potential foster parents to the redesigned NAC website.

I was brought in to tackle the huge task of completing the redesign of the NAC website. We saw the website as a crucial step in bringing in more qualified foster parents. The redesign provided NAC with a website that was much easier to read and navigate and tied back to the Rethink Foster Care campaign.

We were able to provide NAC with a great campaign that brought in qualified foster parents and updated their brand. We gave them an updated logo and established brand colors and a look that NAC is able to translate to any of their other communications.

My Roles: Strategy Development, Web Development