My Agency was appointed to create a national campaign to recruit over five thousand foster carers across the UK. The campaign incorporated national advertising with a comprehensive toolkit of creative assets for local authorities to use. We undertook in-depth research which revealed that Word-of-mouth from existing foster carers is the most important factor for recruiting new foster carers. We listened to how these fans ‘sold’ fostering, not tugging the heart strings with messages about disadvantaged children, but getting people to recognise in themselves qualities that make a great foster carer. This became our campaign platform. 'The Recognise the Qualities you’ve got' campaign was launched to coincide with the UK’s national Foster Care Fortnight. It was the most successful recruitment drive ever with 175 fostering services taking part. The campaign reached 28 million people, helping to inform the public about fostering and to recruit a new generation of foster carers. Four out of five fostering services saw an increase in the number of enquiries about fostering and in the first three days alone the helpline received over 600 calls from potential carers.
“My Agency’s response to our brief showed a deep understanding of the challenges and a passion for solving them. Thanks to all My Agency’s work we’ve had our best 'Fostering Awareness Fortnight' ever.”
The Fostering Network