- WHITE PAPERS
Wendy's is launching its first-ever national fully integrated cause marketing campaign to raise awareness for foster care adoption to help children find families.
According to a news release, the year-long campaign will include storytelling components to "show that everyday childhood moments some take for granted, like a hug or playing outside, might not be a reality for children waiting in foster care."
"Adoption is in our company's DNA. Our founder, Dave Thomas, who was adopted, instilled in Wendy's from the start the belief that 'these children are not someone else's responsibility, they are our responsibility'," said Craig Bahner, Wendy's CMO. "While we have quietly been supporting the issue and continuing Dave's legacy for more than 20 years, we're proud to leverage our marketing assets this year to bring more public attention to foster care adoption."
The integrated campaign includes:
In 1992, the Dave Thomas Foundation for Adoption was created to help find homes for children in the foster care system waiting to be adopted.