When foster children in Dauphin County, Pennsylvania grow up, 94 percent won’t earn a degree, 50 percent will be homeless, and 25 percent will get incarcerated.
CASA is the national nonprofit organization that provides children in the foster care system with a personal advocate - an adult who helps ensure that they are safe, have a stable home, and have the opportunity to thrive. Personal advocacy is proven to help break the cycle of homelessness, unemployment and residual crime often affiliated with children in the foster system.
Much of the campaign’s creative imagery depicts a foster child’s “suitcase” - a black plastic garbage bag that serves as the vessel for transporting their possessions on a moment’s notice when they are moved to a new facility or foster home. The image is the basis for a billboard design with copy that reads “Foster Kid. Forgotten child.”; “Foster kid. Homeless teen.”; “Foster kid. Incarcerated adult.”
Integrated advertisement created by Pavone Marketing Group, United States for Court Appointed Special Advocates, within the category: Public Interest, NGO.
Chief Creative Officer: James Madsen
Associate Creative Director: Gabrielle Denofrio
Art Director: Jay Delutis
Copywriter: Sam Renner
Print Producer: Tanner Lockett, Courtney Skinner
Integrated Head of Video: Matt Campbell
Account Service Supervisor: Marie Gorman
Planner: Darby Hughes, Marie Gorman
Director of Digital Experiences: Paul Murray
Media Director: Jennifer Kehler
Studio Director: Jace Dawson
Senior Copy & Content Editor: Anna Salvator
Music Company: Big Science Music
Executive Integrated Music Producer: Rebecca Senneway
Composer / Arranger / Sound Designer: Jay Green