A multi-channel campaign telling the compelling stories of amazing foster carers across England to inspire a new generation of people to consider fostering.
There are thousands of children across the UK whose lives and prospects could be transformed through fostering - but there are not enough foster carers to offer a safe home. Every year, we work with our client, Five Rivers Child Care, to celebrate the amazing work of foster carers across the country as part of a national awareness campaign - Foster Care Fortnight - to raise awareness of the growing need for foster carers.
The 2021 Foster Care Fortnight campaign was our biggest and most successful yet, against a backdrop of a year of lockdowns and some of the highest unemployment figures the UK has ever seen. We had to craft a campaign that would stand out and be heard amongst the cycle of Covid-19-related news.
We wanted to raise awareness of the need for more foster families, educate people on what fostering entails and engage prospective foster carers. Through a combination of social, print, online and broadcast media, we told powerful stories of real foster carers with a call to action for more people to consider choosing fostering. These messages were heard wide across England and successfully targeted those most likely to become foster carers.
We identified case studies for the campaign that highlight the amazing work of foster carers across the country and told their stories across a variety of platforms. We planned a 2021 survey with Censuswide which included key regional/city specific data that was used to bolster regional press stories. Target areas were discussed with the client, and we created regionalised press releases to reflect these areas. We tracked the rise in referrals using infinity numbers to log the efficacy of the campaign in meeting its campaign objectives.