We put a face to the emotional plight of foster children by creating a dynamic graphic story that encourages and strengthens the conversation around the foster youth experiences. By sharing the humanity of children living in foster care, we help move the community to respond with greater understanding and compassion to the situations these children face.
We flipped the model from talking about the organizational programs, to sharing a youth's personal story about their foster experience, providing an emotional edge that reflects the organizations commitment to improving these young lives. To emphasize the darkness children feel when they're placed in foster care, we used dramatic black and white photography, and handwritten script, much as a youth might do in their own journal. The gold brand color was integrated as a bright ray of hope.
Patti Judd helped Promises2Kids refocus its messaging on what is most important.. the youth we serve. This ad is a reflection of that shift and is powerful and moving, yet honors the youth in her own words.