Department of Community Services: How advertising helped take the fear out of foster care
Agency: Publicis Mojo
Advertiser: Department of Community Services
Author: Lynn Clift
Total Campaign Expenditure: $1-2 million
STRATEGIC COMMUNICATIONS CHALLENGE
‘Kids — you want to help them, but you just don't know what they've seen, what they're like’: Jane, mother of four, potential carer.
This quote summed up the ironic situation we faced when developing the Fostering NSW recruitment campaign. NSW is a socially cohesive state with ‘family’ at its heart. Parents are generally deeply caring of their kids and connected and...