WV Department of Human Services – Adult Family Care Case Study

Challenge

The West Virginia Bureau for Social Services’ Adult Protective Services division faced a pressing issue: a limited number of providers for their Adult Family Care program. While programs that place children with foster families are commonly understood, similar offerings for vulnerable adults remain largely under the radar.

Key Objectives:

• Educate the public on what it takes to become a provider
• Inspire empathy and action through real stories
• Drive qualified traffic to the program’s website

Solution

Given the emotional depth and complexity of adult caregiving, TMG recognized that authentic storytelling would be the most effective approach. Rather than relying on abstract messaging, we leaned into the lived experiences of current providers to bring the program to life.

Through a close collaboration with the Adult Protective Services (APS) team, TMG identified and interviewed multiple Adult Family Care providers. Among them was Norie – a remarkable woman who not only serves as a current provider, but also grew up in a home where her parents provided care to vulnerable adults. Her dual perspective as both a caregiver and former child in a provider household became the heart of our campaign.

Her story became a powerful testimonial that highlighted:

• The emotional rewards of caregiving
• The generational impact of compassion
• The ease and support built into the Adult Family Care program

Campaign Deliverables

• (2) :30-second TV Spots
• (2) :30-second Radio Spots
• Targeted Digital Assets
• Paid Media Placement & Measurement

Results

With a lean budget, TMG prioritized strategic partnerships and media efficiency:

• Over 11 million digital impressions
• 23,094 clicks to the informational website
• 30,138 TV and radio spots aired statewide
• 10:1 return on ad spend, thanks to a statewide partnership with the West Virginia Broadcasters Association and a programmatic digital video campaign targeting both families and caregivers

Conclusion

The Adult Family Care campaign successfully brought a little-known program into the public spotlight through honest storytelling, smart media strategy, and strong creative execution.

While performance metrics validated the strategy, the true win was connecting real stories with real people – and opening more homes to West Virginians in need.