This is actually a re-run of a campaign that the Dave Thomas Foundation for Adoption and Wendy’s fast food restaurants have run before. The current campaign was launched in November 2020 in conjunction with National Adoption Month. Wendy’s also partnered with Coca-Cola and Dr Pepper on a drink promotion using Wendy’s mobile app that allows consumers to get something and give something back with no extra effort.
To their credit, Wendy’s does seem to want the focus to be on foster care. From Wendy’s own public relations release –
Wendy’s is passionate about raising funds and awareness of the urgent need for adoptive families for youth in foster care. There’s no better time to support the Dave Thomas Foundation for Adoption’s mission to dramatically increase the number of adoptions of children waiting in North America’s foster care systems. Through its signature program, Wendy’s Wonderful Kids, the Dave Thomas Foundation for Adoption serves youth who are most at risk of aging out of foster care without a family, including teenagers, children with special needs and siblings. In partnership with child welfare advocates, policymakers and adoption professionals, the Dave Thomas Foundation for Adoption has helped find permanent, loving homes for nearly 10,000 children in foster care and counting.
Through Wendy’s Wonderful Kids, the Dave Thomas Foundation for Adoption provides grants to adoption agencies to hire and train adoption recruiters who implement the Foundation’s evidence-based Child-Focused Recruitment Model. This model is said to be up to 3 times more effective at serving children who have been in foster care the longest, including older youth, sibling groups and children with special needs.
Wendy’s Wonderful Kids recruiters work with smaller caseloads of children, ensuring they have the time and resources to give each child as much attention as he or she deserves. By the time these children are referred to a recruiter:
 90% are older than age 8
 33% have had six or more placements
 52% have been in foster care more than four years
Dedicated to finding the right home for every child, adoption recruiters begin their search within a child’s familiar circles of family, friends and neighbors and then reach out to the communities in which they live.
I do like their focus on the child’s own family or original environment. I can’t argue that their hearts are not in the right place.
As to the key tag, your ability to purchase one ended on January 31, 2021. For those who bought one, the key tag is redeemable for one free Jr Frosty treat per visit with purchase throughout 2021. If one really loves Wendy’s Frosty, the $2 invested is a bargain and some portion goes back to support the work of the Dave Thomas Foundation for Adoption.