First Place for Youth
Campaign to Promote Services for Transition-Age Foster Youth
MEE was contracted by First Place for Youth (FPFY), a leading foster care transition support agency, to develop a communications plan to promote its programs and services. FPFY serves California youth ages 18 to 24 who are preparing to or have recently aged out of foster care, providing housing, education and employment support.
MEE’s developmental foundation for the Communication Plan included audience focus groups with foster youth in the Oakland and Los Angeles areas, a site visit to FPFY programs, Chat & Chews with human-services professionals and other community stakeholders, a key informant interview with an Alameda County foster care administrator and the input of a Youth Advisory Team made of up former foster youth. Based on information from these sources, along with MEE’s other research with similar audiences, the Plan called primarily for a direct-to-consumer focus that leveraged the social media-driven networks of today’s millennials.
MEE’s Creative Team produced digital media for YouTube videos and developed Instagram, Facebook and Pandora ads and content that could be used to increase awareness of how FPFY could make the transition to independent adulthood easier for foster youth. A secondary audience for the proposed campaign consisted of social workers and probation officers, important gatekeepers and referral sources when foster youth are making plans about their future beyond age 18.
To view the MEE-developed social media ads, | click here.