pbs socal - kcet

Known for its coverage of controversial topics like crime, gangs, malnutrition, corruption, miseducation, homelessness, foster care, and more, PBS SoCal took on its first-ever social impact initiative on foster care, To Foster Change. Part of the National Corporation for Public Broadcasting, PBS SoCal is the largest PBS station in the country serving six counties and 18 million viewers.
Los Angeles has the largest foster care system in the United States. In fact, as of January 2017, more than 33,000 young people were living in foster care. Adding to that alarming statistic, in the same year, California passed a state-wide law drastically ending the operation of group homes, which housed and sadly mistreated many of those young people. It was the right decision to make, but came with a hefty price. By ending the mistreatment across all of California, it unfortunately led to youth displacement, homelessness & an extreme shortage of care providers. The impact: there were now three kids in need for every one available parent. And of those available parents, not all had the capacity, support system, financial means and time to foster for a period of time, let alone adopt forever.

Beyond the unproportional ratio between kids and parents, the education around foster care & adoption to audiences was sparse, confusing, misleading and not represented well on the local or state level. 

Following in the footsteps of the California law that was passed in January 2017 banishing the operation of group homes, PBS SoCal decided to step up and take initiative on addressing foster care. 

The mission:

  • Inform, educate, unveil, and change the outcomes of foster care youth across Southern California, ultimately to create a scalable solution across the United States. 
  • Leverage its local, regional & national programming,
  • Tap its expansive network of media contacts, celebrities and public officials
  • Collaborate with 32 nonprofit partners to educate, persuade and convert parents, families and adults to foster and adopt to change the life outcomes of foster youth.

Helped change the life outcomes of Los Angeles’ foster youth by collaborating with 32 nonprofits across 6 counties; starting from scratch a digital storytelling platform and social voices  ecosystem; sharing the creation and curation of over 250 multimedia stories over 2 years; and elevating the rank, position and syndication of PBS SoCal network.

Digital Strategy
Experience Planning 
Journey Mapping
Editorial Mgmt.
Story Production
Video Production 
Social Media Mgmt.
Public Relations
Client Partnerships
Website Design


National brands reimagined & brought to the market


Complex projects managed in eight months


Stakeholder relationships managed


New go-to-market strategies designed, presented, developed and implemented in states nationwide


Miami, FL
Charleston, SC


Millennial At Work
Stories & Collections
Career Coaching