They’re not foster kids. They’re Marin kids.

Marin Foster Care set out to challenge the perception that foster care isn’t a pressing issue in the county and to make the need feel more personal to the community. The strategy focused on reframing the narrative, encouraging people to see these children not as distant figures within a system, but as local kids, classmates, and neighbors.

In 2023, the campaign launched with commercials and digital videos featuring foster youth sharing their own experiences and putting real faces and voices to the issue. Following the success of that work, the 2024 campaign expanded to include foster parents, adding further perspective and depth. Across both years, the messaging highlighted the contrast between Marin’s affluence and the real needs within it, handled thoughtfully to spark empathy and action without relying on guilt.