Foster Kids Are Our Kids is a statewide public awareness campaign designed to improve the perceptions about kids in foster care and foster parents in our communities. The campaign began with 19 focus groups which included members of the general public, foster kids, caseworkers and current foster parents from around the state of Illinois. The results of the focus groups indicated a need for a social marketing campaign that would improve attitudes surrounding foster care and encourage more support for families and kids in foster care. Since its inception in 2006, five messages have been developed, implemented, and disseminated through mass media outlets statewide.
The first message, “Don’t Write Me Off,” introduced and raised awareness about foster care. “We’re Making Foster Care Better,” the campaign’s second message, was introduced in 2007 and encouraged community members to donate, volunteer or mentor foster children. The third campaign message was designed to fight stigma by celebrating former foster kids’ successes as adults with the message “I’m Doing Good.” In 2010, the fourth phase, “In It For The Kids,” was an effort that centered around real people who spoke about why they became foster parents and their experiences caring for foster children.
Launched in 2012, "Where’s The Love?" is a hard hitting look at how bad things happen to kids that are not given enough love and support. This message highlights the importance of showing children and youth in foster care love now so that they may experience better outcomes in their future.
Where’s the Love TV Commercial