The James Barry-Robinson Institute (JBRI) was on a mission to transform lives by recruiting 10 new foster care homes within a year, and Second Sight was ready to make that happen by flipping the script on what people thought about foster care. We wanted to smash the myths that held so many potential foster parents back. That’s where the creative tactics came in. Collaborating closely with JBRI, we decided to tackle the misconceptions head-on with a humorous yet powerful campaign.

We created an unforgettable set of fairy tale characters, each with their own unique backstory, to punch holes in the myths about foster care. Prince Charming, George the Giant, and Hope the Fairy each had their own tale to tell, proving that foster parents don’t have to fit into any one mold. Whether single or married, renters or homeowners, young or retired—foster parents come in all forms. Through sharp, engaging 15, 30, and 60-second social media videos, we connected directly with potential foster parents, driving them to more in-depth content on the website.

Situation:


The James Barry-Robinson Institute (JBRI) was up against deeply ingrained stigma and hesitation around foster care. Potential foster parents were being held back by fears of “troubled” kids, doubts about being equipped for the task, and uncertainty about the support they’d receive. So, we went in to shatter these misconceptions with a campaign that didn’t pull any punches.

Second Sight Creative took full control: writing, directing, shooting, and post-producing every spot. We crafted full-length videos for the website and YouTube, paired with a killer landing page designed to convert interest into action. We hit Instagram and TikTok with 15-second reels. Our “Month of Myths” leveraged organic and paid social media to support our no-nonsense video messaging.

Realization:


The moment of realization was blunt and undeniable: fostering has been unfairly stigmatized and shrouded in misconceptions that scare off potential parents. Too many people are held back, gripped by fears of dealing with “problem kids” or feeling unprepared for the task. But the truth? These children aren’t “troubled”—they’re just survivors of circumstances beyond their control. With this stark reality in mind, we knew we had to go beyond the usual awareness tactics. We needed to disrupt the narrative and show people the truth. Our content playfully confronted the fears head-on, stripping away the false beliefs that had been holding back countless potential foster families.

Results:


Through our audacious “Once Upon A Time” campaign, we rewrote the script of what it means to be a foster parent. Prince Charming wasn’t your cookie-cutter, traditional figure; he was just a regular guy, proving you don’t have to fit into some outdated mold to step up.

We shattered stereotypes with George the Giant, who made it known that foster teens aren’t “troubled”—they’re just regular kids looking for guidance. And Hope the Fairy? She debunked the myth that becoming a foster parent means giving up your life.

The right narrative can spark real change, and our digital strategy proved it. In just 30 days, our online presence exploded—1.5K site visits, over 1.4K unique visitors, and traffic surged across YouTube, Google, and TikTok. Facebook alone saw 39,099 organic reaches, with over 1,200 engagements, while our paid ads on the platform hit nearly 21,000 people, driving almost 600 clicks at a killer $0.56 CPC. 

On TikTok, we smashed it with over 25,000 video views, reaching 20,933 people and nailing a 1.83% CTR on Google Ads—all at a lean $0.58 CPC. Meanwhile, the YouTube channel saw 2.7K views and 44.7 hours of watch time.

By the campaign’s end, we had a record 12 parents certified, a colossal leap from the previous year’s single sign-up.