The Insights

Los Angeles has the largest foster care system in the U.S. As of January 2017, more than 33,000 young people were living in foster care. Adding to that alarming statistic, in the same year, California passed a state-wide law drastically ending the operation of group homes which housed and sadly mistreated many of those young people. It was the right decision to make, but came with a hefty price. By ending mistreatment, it led to youth displacement, homelessness and a shortage of care providers. There were 3 kids in need for every 1 available parent.

The Brand Challenge

How does this well-respected media network leverage its local, regional and national programming to educate, persuade and convert parents, families and adults to foster and adopt and change the life outcomes of foster youth?