In recent years, the Greater Toronto Area (GTA) has seen a decrease in the available foster and adoptive homes for children and youth in care. JF&CS is one of the Children's Aid Societies in the GTA and is responsible for placing children and youth in care in safe homes within the community.

It was important to me to spend some time with the Children in Care team to understand the diverse needs of our kids. I worked with one of the social workers to develop messaging that would resonate with the current audiences that follow the agency on social media. No one is perfect, but someone out there could be the perfect fit for one of our children or youth, so we created this campaign to reassure those who might be considering reaching out.

I also worked with the Manager of Communications, Director of Communications and Development, and Director of Child Welfare to finalize the messaging. Then, I designed the flyers, and once those were approved, we began sharing the campaign on social media. The first post did tremendously well and has already started drawing in interested families.