National Fostering Group
Creating a through the line brand campaign that focuses on real people, telling real stories about what life is like as a foster carer to address the ten year low in carer applications.
Campaign Strategy / Campaign Visual Language Creation / TV Advert / Print Collateral / Copywriting
The Challenge
Every day in the UK, 77 children are brought into the care of The National Fostering Group. But, with economic uncertainty growing day by day, a shortage of foster carers across the country means that children are being moved away from communities and siblings separated.
The foster care community plays an essential role in changing the lives of vulnerable children and NFG’s carers nurture and support young people, helping them build incredible futures. But sadly, with the shortage we are facing right now across the UK and with enquiries at a 10-year low, there is a desperate need for more people to come forward.
The Objective
Encouraging people to pick up the phone, send a first email and take that all-important first step is the aim of the new campaign, which was launched in December 2022. Featuring the thoughts and feelings of foster carers and children and entitled ‘It’s because of you’ the campaign launched over the Christmas period with a 30-second TV commercial, which aired across the SKY TV network.
The Results
Initially being trialled in the northwest region, it is planned that the TV ad will be rolled out across the UK throughout 2023 with foster carers quite literally being the stars of the piece, communicating the essence of foster care through a series of statements that were collected during focus groups with carers and children across the country.
