BATH AND NORTH EAST SOMERSET COUNCIL
Delivering a two-year Fostering campaign to recruit more foster carers and supported lodgings providers.
We created a multi-media marketing campaign to target people living and working in the local authority area, with a particular focus on attracting a greater diversity of people into the service by busting some of the common myths about the requirements needed to become a foster carer.
We worked closely with current carers and young care-experienced people, to develop the campaign messaging and tone of voice.
We opted for a story-led approach, using the voices and stories of the people we spoke to, to create an authentic and emotionally engaging campaign. For visual impact, the design we created was modern and timeless, with strong use of bold headline quotes and hero images reflecting the diversity of the potential carers sought.
The campaign has seen a mix of activity, including out-of-home advertising, paid-for and organic social media activity, and media relations.
Whilst still ongoing, the team has seen huge engagement and a dramatic increase in enquiries from potential carers.