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Doris Duke Foundation

The Doris Duke Foundation: Shifting the Child Welfare Narrative

The Doris Duke Foundation (DDF) needed to launch  OPT-In for Families 

(Opportunities for Prevention & Transformation Initiative) —a $33 million, prevention-focused

child welfare initiative spanning four jurisdictions. Woodside Park Strategies led an integrated strategy to provide key messaging and content development, including helping to launch a website and digital newsletters to shift the national conversation from crisis response to family support. In less than one year, WPS successfully launched the initiative, working with Woolf Strategy to build a digital presence from scratch, and positioned key leadership as experts for this new vision of child welfare.

Thought Leadership Campaign

  • Positioned DDF leadership as bold advocates for prevention-focused
    child welfare reform

  • Created a comprehensive roadmap and messaging for sustained engagement

  • Re-framed the initiative around "What do families and children need to thrive?"

  • Coordinated messaging across four implementation sites (DC, Kentucky, Oregon, and South Carolina)

  • Planned and executed a high-profile DC launch event with 200+attendees, speakers included state and community leaders, and people with lived experience throughout the country

Media & Digital Impact

  • Produced a video series featuring stakeholders, with our partner Black Eye Productions

  • Launched and wrote a bi-monthly Opt-In for Families newsletter

  • Secured media coverage in key outlets including:  WTOP radio in DC, NBC4-DC,  KTVZ News Oregon, and the Kentucky Lantern​

  • Placed and helped write a compelling op-ed in The Imprint

  • Targeted LinkedIn campaign generated 1,345 new followers in three months

  • Nearly 38,000 impressions with 1,100 engagements on thought leadership content

  • Audience growth focused on key stakeholders: 29% senior professionals, 21% government officials

The Washington Post, D.C. gets funds to expand warmline
Doris Duke Foundation's OPT-In for Families Initiative

"WPS is more than a communications firm—they're true thought partners. Their insights and storytelling helped us launch the Opt-In for Families initiative, secure national media, and boost digital engagement."

JooYuen Chang, former Director

Child Well-being Program, Doris Duke Foundation

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