Leading charity, the Fostering Network has appointed My Agency to develop a promotional campaign to recruit more foster carers.
The campaign, which is funded by the Children’s Workforce Development Council will provide a range of marketing materials which can be customised by different fostering services across England, in order to help with the challenge of recruiting more foster carers.
Currently there is a shortage of over 8,000 foster carers in England and many fostering services struggle to recruit sufficient numbers of foster carers because they lack the funds to advertise or run high profile campaigns.
The Fostering Network will consult and collaborate with fostering services in England during the research and development of the project to ensure that the final result will meet the needs of fostering services and target specific shortages.
My Agency won the communications brief for the Fostering Network project following a six way pitch. The company specialises in ideas that change peoples’ perceptions and behaviour and finds innovative ways to reach target audiences.
Helen Clarke, campaign manager at the Fostering Network said,
"Foster care is changing and this campaign must reflect the new realities facing the fostering sector and help fostering services find the next generation of foster carers. We need a revitalised message that encourages the people we need to dedicate their time and energy to caring for some of our most vulnerable children. My Agency’s response to our brief showed an understanding of the challenges and a passion for solving them."
Ann Harrison, national development manager at the CWDC said,
"The CWDC are pleased to support this initiative as an additional opportunity to provide support to fostering services - and ultimately foster carers and the children and young people they work with. We believe the development of these products will strengthen understanding and planning for local recruitment and retention needs."
Nick Wright, managing director of My Agency said,
"This is a tough subject and a tough brief. This is our chance to make a difference and we’re looking forward to doing just that."
The campaign will launch during Foster Care Fortnight next year which runs from 12 to 25 May 2008.