Department of Community Services: How advertising helped take the fear out of foster care

This campaign aimed to recruit extra foster carers in the Australian state of New South Wales by communicating to a broader audience than the traditional target of married mothers from lower socio-economic backgrounds.

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...

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