We raised awareness about children in foster care by empowering people to donate their small talk to the cause.

Challenge

To make foster care an everyday issue that people care and talk about.

When it comes to foster care, numbers and hard data can tell a thousand stories. For example, more than 400,000 children are currently in the foster care system in the U.S. Approximately 26,000 foster youth “age out” of the system annually — and 9 out of 10 get a garbage bag and 10 minutes to pack up their lives when they transition homes. FosterMore, a coalition of organizations working to deliver a better future for America’s foster care youth, tapped sister agencies Mitchell and mcgarrybowen to kickstart conversation about the situation and the amazing potential of these kids.

Solution

With such compelling data, the team decided to build a campaign that would put it front and center to tell a powerful story about foster care – one that would encourage everyone to be the storyteller.

The premise was simple: Just talking about foster care can help millions of kids who are currently in the foster care system or were in the system at some point of their lives. Instead of talking about the weather, the weekend or lunch plans, the #DonateYourSmallTalk campaign encouraged people to donate their small talk time to foster care. From opening with a paralyzing trash bag installation in NYC, to leveraging National Foster Care Awareness Month to drive conversation across traditional and social media channels, we pulled all the appropriate levers to bring the campaign to life.

Results

KPI revolved around chatter across traditional and social media, as well as American households. Between May 1, 2019 and July 31, 2019, the campaign helped generate:

568

Media stories totaling 200 million+ impressions, including ABC.com. Good Morning America and The View

Sparked conversation with more than 28 million social media impressions

Earned recognition from Hillary Clinton and other social influencers