The received wisdom is that fostering is a vocation. Whilst this is true – carers love fostering – they also understand the reality that it is a full time job. Fostering is not glorified babysitting but actually a highly skilled profession. Few fostering organisations have the vision or the resources to recognise and support fostering as a career option. This is where St Christopher’s is different. We chose to position St Christopher’s as offering the most professional service to the most professional careers. My Agency developed a fully integrated messaging programme designed to raise awareness of our aim to remove the barriers currently preventing the 'professionals in spirit' becoming 'professionals in practice'. We called this the STEP programme: Support. Training. Ethos. Package. Showcasing St Christopher’s new corporate look and feel, we created a complete 'campaign in a box' covering everything from initial demand generation to materials that would be used to help applicants through the long and arduous clearance process.