AWARENESS

California CASA raises the visibility of the CASA mission and the needs of children and youth in foster care through large scale, statewide marketing campaigns, social media outreach, public relations, and strategic partnerships.

All 44 local CASA programs are provided with monthly social media toolkits, brand and campaign assets, and training to amplify our mission driven marketing and volunteer recruitment efforts.

SHOW UP CAMPAIGN

The "Show Up" marketing campaign, a 2025 collaboration between California CASA and creative agency Pastilla, focuses on recruiting volunteers by highlighting the transformative power of being present for foster youth. Directed by Emil Gallardo, the campaign emphasizes that small, consistent actions, rather than grand gestures, provide stability and hope to children in care.

Key Aspects of the Campaign:

  • Core Message: "Show up" to support a child in foster care, emphasizing simple, human connection.

  • Visuals & Storytelling: The campaign features a moving commercial, created in collaboration with FEEE Films, showcasing everyday, meaningful moments like attending a child’s award ceremony.

  • Strategic Approach: Built on Pastilla's research, the campaign aims to boost volunteer numbers to help California CASA serve the 44 local programs and 52 counties across the state.

  • Targeted Recruitment: The initiative focuses on community-centered design, targeting diverse audiences, including males and people of color, to serve as trusted mentors.

  • Components: Along with the commercial, the campaign includes banner assets, social media content, and a "CASA-in-a-Kit" for peer-to-peer recruitment.

In addition to creating large scale marketing campaigns for our network, we create print, digital, email, and social media campaigns to introduce the public to our organization, recruit CASA volunteers, and increase donations to local programs. Each month, we provide thoughtfully designed social media content to all network programs for use on their own digital channels. We also publish and distribute reports and training materials for CASA employees and volunteers.

In Sacramento, California CASA regularly updates legislators and makes recommendations on bills and legislation based on real-time needs voiced by our local CASA programs. We keep the conversation going with our network, their Boards of Directors, the media, our donors, the public at large, and communities up and down the state of California.