Jockey Being Family

Cone partnered with Jockey in its efforts to create a signature cause program separate from the company’s existing philanthropy. The campaign “Jockey Being Family” was developed to raise awareness for adoptive families and post-adoption services. It also inspired employees, partners and consumers to take action and raise funds for various adoption-based organizations.

The architecture of “Jockey Being Family” was composed of three main elements. Under Cone’s counsel, Jockey funded post-adoption services such as the Community Champion Network. The campaign engaged employees and adoptive families through the Home Adaptation Project and also raised awareness through corporate leadership with employee adoption benefits and the Dave Thomas Foundation for Adoption.

Social benefits included:

• Awarded 18 NACAC Conference Parent Group Leader Scholarships
• Worked in eight communities in U.S. and Canada with NACAC’s Community Champions Network
• Generated nearly a half a million dollars from local governments to support post-adoption programs
• Developed and launched Jockey Being Family Walk micro-site