Public SectorVirginia Department of Social Services

Holiday Adoption Campaign

An award-winning marketing & advertising campaign to promote foster care and child adoption.

1.5M+

Impressions

Over 1.5 Million Impressions

460K+

Earned Media Impressions

Over 460K earned media impressions (Facebook, TV, radio)

4,000+

Website Visits

Over 4,000 website visits to adoption website

Verified recognition

Gold Davey Award, 2023Integrated Campaign-Marketing Effectiveness Gold Davey Award, 2023Integrated Campaign-Cause Marketing

The Need

The adoption process can be lengthy and stressful for prospective parents and children who are available for foster care or adoption. A lack of understanding of the adoption process plays a significant role in the number of people who are willing to foster or adopt.

The Solution

Identika developed and launched a new marketing & advertising campaign to help educate audiences and promote foster care and adoption in Virginia. In only three months our team accomplished the following:

Designed new and compelling branding for the campaign, to appeal more effectively to multiple demographics.
Created compelling educational and inspirational social media content for outreach across all platforms.
Delivered best practices for delivering social media content in more effective ways to create engagement and increase virality.
Produced multiple educational videos for social media outreach and TikTok advertising.
Implemented an advertising strategy for Google Search, Google Display, TikTok, and statewide advertising.
Secured earned media engagement and broad statewide media exposure for VDSS leaders, via TV and radio, live-stream social media interviews, and dissemination of Op-Ed articles to promote foster care and adoption.