/ Age In
/ User Research / Brand Development / Digital Campaign Strategy / UX / UI
WHAT'S MY OBJECTIVE?
A critical problem within the foster care system is that The Fostering Connections to Success and Increasing Adoption Act of 2008 was federally passed, but only adopted by 25 states and Washington D.C. The law allows participating states to receive federal Title IV-E reimbursement for costs associated with supports for young adults to remain in foster care up to age 21. But why are only 25 states participating? I am very passionate about this topic and really enjoyed educating myself on it further. Special thanks for all the help from my [Human] resources.
- Maggie Shepard, Marketing Manager at Foster Angels in Central Texas
- Jeremy Wells, Senior Lecturer in the Department of Political Science at Texas State University at San Marcos
- Catherine Heitman, Director in Communications in the DCFS of Louisiana
- Grayson Lawrence, Associate Professor in the Department of Communication Design at Texas State University at San Marcos
HOW WILL IT WORK?
Lobbying and advocacy need to take place at a state level, individualized for its residents. In order to reach each state, a digital approach would be effective for speed of information delivery. A landing page corresponding with social media accounts will be a great start before the expansion of the brand to other states.
IS THERE A NEED?
Youth in the foster care system are in an extremely vulnerable transition once they turn 18 years old, when their resources and support instantly diminish, regardless if they're still in school. High school graduation rates are low, teen pregnancy is alarmingly high, homelessness is common and a helping hand is not an expectation.
ASKING THE EXPERTS
There was a lot to learn about the technicalities of this topic and campaign to figure out the best approach. Interviewing subject matter experts was an extremely vital part of my process in order to answer the biggest questions that I had. I interviewed three key people that greatly guided me in the direction of this project, from coffee meet-ups to phone call and emails.
BUILDING THE FACE OF ADVOCACY
The brand needs to speak to the cause and be expandable to other states. After word lists and combinations, the brand became "Age In" because the purpose is to keep youth from aging out at 18 and instead, age them into the resources and support that will set them up for success.
Messaging must cater toward multiple types of voters through ethos, pathos and logos techniques. Each voter is motivated by something, such as monetary value, security and social consciousness, that can be emphasized in the campaign .
SOCIAL MEDIA CAMPAIGN
Twitter and Facebook pages
VISIT OUR SITE
The landing page requires multiple calls to action, as well as thorough information to move the voters to make a change.
LET'S CONTINUE THE CONVERSATION
AGE IN TO MORE STATES
Once the Louisiana pilot has been successful, the model can be expanded to advocate for other states without the extension.