What Is Kinship Care
When a child is unable to live with their biological parents due to illness, incarceration, unstable housing, or abuse and neglect, they may be cared for by a relative or close family friend—such as a grandparent, aunt, or family friend. This arrangement, known as Kinship Care, helps children remain connected to their families and communities while providing the stability, safety, and love they need. In Virginia, Kinship Care ensures that children in need can stay with the people who know and care for them most.
Kinship Care in the state can be an informal or formal arrangement depending on the needs of the family. The child welfare social services system may be involved in helping place children with kinship care providers. When children are in foster care, their kinship care providers, if they meet Virginia’s approval requirements, can become approved kinship or relative foster parents through their local department of social services.
Project Background
Every September, the Virginia Department of Social Services (VDSS) celebrates Kinship Care Awareness Month to honor and recognize the relatives and close family friends who open their homes and hearts to care for children in need. In partnership with policy experts, program managers, and community organizations, VDSS’s Public Affairs Division launched the Kinship Care Awareness Month campaign to promote and strengthen Virginia’s “Kin-First” culture—a commitment to placing children with people they know and trust whenever possible.
Communication Strategy
Our approach to Kinship Care Awareness Month’s communication efforts was to:
Raise awareness about kinship care by celebrating and honoring kinship care providers and showcasing Virginia’s kinship accomplishments with the general public
Educate the general public, local department staff, and families about kinship care and its benefits
Provide local department staff, families, and kinship care providers resources and support
Public Site Announcement / Header
The Getty Images water mark is present in the draft that was delivered to the client. This was for presentation purposes.
Kinship Resource Site Updates
The website’s graphics, images, and content were refreshed to align with current policies and to better engage families and potential kinship care providers—not just local department staff.
Commissioner’s Message
A message from VDSS’ commissioner to all state and local department staff across Virginia.
Fusion Tout
A tout that raises awareness for Kinship Care Awareness Month and its webinars for all state and local department staff.
Email Signature
Email signature for all state and local staff to raise awareness internally.
Organic Social Content
Caption:
Kinship care means children are cared for by relatives or close family friends — people they already know and trust. It keeps love, culture, and stability intact. 💙
To read more stories from the lived experiences of kinship caregivers in Virginia, visit
Caption:
When children in foster care are placed with family, they keep cherished traditions — and with them, a strong sense of identity, stability, and connection. Family isn’t just where you live, it’s where you belong. 💙
To learn more about kinship care, please visit
Caption:
Kinship care = family caring for family.
When kids can’t be with their parents, relatives or close friends step in.
Benefits include:
❤️ Family relationships
🌳 Preserved traditions and culture
🏡 A familiar home
It’s more than care — it’s connection.
To learn more about kinship care and how you can be a kinship caregiver, visit
Caption:
From getting financial assistance for lunches to clothing, we know caregiving comes with a lot on your plate. That’s why our Kinship Resource Guide is here—to connect you with the tools, resources, and support you need as a kinship caregiver. Caring for a relative’s child can be challenging, but you don’t have to do it alone.
Explore resources at KinshipVirginia.com
Caption:
Kensleigh and her husband adopted a baby boy in 2019. And in 2025, they took in their adoptive son's baby brother. This process not only gave her two sons a safe and loving home, but also allowed the boys to stay together as family!
Read about kinship and adoption experiences at
Team: Public Affairs Division of the Virginia Department of Social Services
My role: brand management, communication strategy, project management, UX and social media copywriting, social media design