The Challenge

• Raise awareness for youth and families impacted by foster care during May’s National Foster Care Month utilizing out-of-home media (without an advertising budget)

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The Solution

• Activate an impactful OOH campaign that elevates the Friends of the Children (FOTC) message in high profile, high traffic environments across FOTC’s top markets to drive awareness and fundraising.
• Partner with Billups and media owners using donated OOH media space to feature compelling images of children and their mentor across 200+ digital screens throughout the country from Times Square to Downtown LA.

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The Results

• Delivered an overall media value of over $2M and 85M estimated impressions.
• Generated double-digit increases in website traffic averaging 200% lift across all 9 posted markets.
• Exceeded fundraising goal by 50% with over 100 new donors.

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“This incredible OOH effort was a game changer. It put us on the map with national media, major donors and even celebrities. We couldn't be more proud of, and thankful for, all the partners who made this happen. We are well on our way to making sure every child who needs a Friend has one.”

Terri Sorrensen  
Chief Executive Officer | Friends of the Children

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