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The Coalition for Children, Youth & Families came to Milwaukee-based all-volunteer ad agency Serve Marketing with a huge dilemma: Many foster parents are rapidly aging out of the system. Coupled with Wisconsin’s rising opiate problem, kids needing temporary care have less and less support to turn to. To emotionally connect potential foster parents to these kids and convey the power and importance of foster programs, Serve showed how frustrating it feels to see kids’ futures stall or fade away—by intentionally creating laggy spots and fading billboards.

After taking some test spots with his phone in preparation for a normal commerical production, the director Robb Fischer suggested shooting the campaign spots simply: with no crew, no nights and just his iPhone. Sitting down with the kids and asking them questions about their hopes and dreams not only looked more natural, but it also helped the kids feel more comfortable. The coalition saw a 40-percent increase in inquiries during the first month of the campaign, which has since generated over four million earned media impressions, broadcasting Wisconsin’s need for more foster parents throughout the entire state and beyond. 

servemarketing.org

bvk.com

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