Campaign Overview

Attracting and retaining quality foster parents has always been a challenge, but the problem has never been more acute than it is now.  Since 2003, fewer foster homes have been certified in Hamilton County each year. 

Earlier this year, initial inquiry calls regarding foster parents declined by almost half and application completion by almost one-third.  As a result, there has been an increase in out-of-county placements. 

Currently, 30% of our foster children are being placed in homes outside of Hamilton County.   This is contrary to known best practices in child welfare which strongly indicate that placing children closer to their home communities produces more favorable outcomes.

To address the shortage of foster parents, a group of community leaders and stakeholders have come together to initiate a public relations campaign to recruit new foster parents. 

Northlich has developed a powerful campaign concept to raise awareness and generate interest in foster parenting.  The campaign theme, “Everyday Heroes,” illustrates that foster parents are heroes just by providing stable homes to children in need. 

Throughout the campaign, foster parents will be portrayed as superheroes.  This message will be incorporated in a television commercial, outdoor and print advertising, as well as in community grassroots recruitment efforts.  This message will be broadcast into 24 Ohio, Kentucky and Indiana counties, enabling us to recruit new homes for foster children though the tristate region.