Lexicon Strategies
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“Change their lives. Change yours.”

Like many other states, Georgia is facing a foster care crisis, which the COVID-19 pandemic has only exacerbated. 

The State of Georgia currently has over 11,000 children in foster care. Children in the state’s custody thrive when they can be placed in home settings.

The state looks for relatives to create kinship care homes for all children to decrease the trauma faced when removed from their family. When a relative is not ready or available, we look to foster parents to care for a child. The state recruits, t

The state looks for relatives to create kinship care homes for all children to decrease the trauma faced when removed from their family. When a relative is not ready or available, we look to foster parents to care for a child.

The state recruits, trains, and supports foster parents and individuals interested in becoming foster parents. It also partners with over 100 private agencies for the same purpose. However, its not enough and the need is growing.

Governor Brian Kemp and Department of Human Services Commissioner Candice Broce made it a priority to recruit more foster parents across Georgia.

[THE CHALLENGE]

[THE CHALLENGE]

DFCS asked Lexicon Strategies to execute a marketing plan that would inspire people to become foster parents, especially those who would take in teens, sibling groups, and medically fragile children.

At Lexicon Strategies, we knew the key here was to make the marketing campaign authentic – to hear from foster parents about what they receive from making a difference in the lives of these children, who are in state custody through no fault of their own.

Through our networks, we found incredible foster parents and a former Fulton County foster child who walked us through their journeys. As a result, we came up with the slogan, “Change Their Lives, Change Yours,” because we realize foster parents receive just as much as they give through this experience.

[SOLUTIONS]

Lexicon created 30-second and 60-second ads for broadcast TV and radio, audio streaming, and streaming video platforms

We also launched digital ads on Instagram and Facebook. The ads were emotional – the lived experiences of those who are fostering and those who were fostered.

Lexicon also partnered with a major Hispanic media outlet, contributing to diversity in audience reach.

Lexicon Strategies also used its unique relationships with Georgia media outlets to drive positive stories about the recruitment of foster parents in broadcast, print, and radio markets across the state – including a four minute sit-down 1-on-1 inte

Lexicon Strategies also used its unique relationships with Georgia media outlets to drive positive stories about the recruitment of foster parents in broadcast, print, and radio markets across the state – including a four minute sit-down 1-on-1 interview for the commissioner on WSB-TV, the ABC affiliate in Atlanta.

[RESULTS]

[RESULTS]

Over six weeks, Lexicon Strategies delivered more than 45 million impressions, 5 million more than promised.

In addition, the social media campaign reached more than 1 million Georgians and drove nearly 50,000 page views to the FosterGeorgia.com website.

In December 2023, during the thrust of the campaign, Lexicon delivered a 210% increase in new people visiting FosterGeorgia.com, which provides information for prospective Foster Parents. The campaign has continued to see a sustained halo effect for many months after, and has delivered more than 50,000 new users to the website, each a potential new Foster Parent.

A collaboration with MundoNow proved to be a game-changer in driving Hispanic engagement for FosterGeorgia.com , achieving extraordinary results that far exceeded expectations. During the campaign's peak period, the Spanish-language homepage saw

A collaboration with MundoNow proved to be a game-changer in driving Hispanic engagement for FosterGeorgia.com, achieving extraordinary results that far exceeded expectations. During the campaign's peak period, the Spanish-language homepage saw a remarkable 5,090% surge in new users, with an overall increase of 3,034 new users across the extended campaign timeline.

With over 1.1 million impressions generated in the Hispanic community, the campaign showed the effectiveness of reaching Georgia’s Hispanic community through trusted, culturally aligned channels.