Wiltshire Council came to us with a problem – they were facing a shortage of foster carers.
Some of their existing foster carers were nearing retirement.
And they were having to use costly independent fostering agencies – that often place children in homes outside of the borough – to help meet the demand for foster carers.
They asked us to create a new identity and strategy for their fostering service, aiming to recruit 100 foster carers over three years. Talking directly with foster carers helped us understand what drives them, leading us to create ‘Everyday matters’ – a campaign celebrating the profound, everyday ipact of fostering on carers, families and young people alike. Using hand-drawn typography and natural shapes, we crafted an identity that felt authentic and accessible, resonating with people from all walks of life.
Our three-phase strategy guided potential carers from awareness, through consideration, to action. We launched a paid digital campaign across Google and Facebook, directing audiences to a landing page with a downloadable information pack, using Facebook retargeting to drive registrations to virtual events. To further build brand awareness and widen the pool of potential carers, we rolled out a multi-channel campaign spanning TV, radio, display and search.
Commended
Public Sector Campaign
2021
From May 2020 – April 2023, our ongoing campaigns have driven over 400 genuine enquiries from potential foster carers across Wiltshire.
Thanks to our ongoing marketing support for Wiltshire Council, many more people have been inspired to begin their fostering journey and provide loving, stable homes to young people across the county.
400 genuine enquiries
Inspiring future generations
“The campaign creative is exactly what we hoped for and the results of the digital campaign have impressed various stakeholders, including foster carers, social workers, managers, senior managers and elected councillors. Eleven managed to deliver most of our annual recruitment target enquiries in just a few months!”
Kinship and Fostering Team Manager, Wiltshire Council
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