Building Families for Children – Foster Parent Recruitment Ads

BFC needed to reach a wider pool of potential foster parents – especially those open to fostering teens, a group often overlooked in the system. The goal was to build general awareness and inspire everyday adults to consider the powerful, life-changing role they could play.

I developed a digital ad campaign focused on awareness and action. Using Meta Ads Manager, I built a series of A/B tested creatives tailored for adults who matched the eligibility criteria for fostering. The ads featured relatable imagery and messaging that challenged assumptions and emphasized the real impact of fostering teens. By letting Meta optimize delivery across a range of ad variants, we were able to stretch the budget, scale the reach, and learn what resonated most. The campaign reached thousands of people who could potentially become foster parents – and helped BFC connect with new leads ready to learn more about saying yes to teens in care.