Encouraged thousands to take the first step on this challenging, yet rewarding journey.
The Challenge
In BC right now, there are thousands of good kids caught in bad situations, who, for a variety of reasons, can’t live at home. Many have nowhere to go and recruiting foster caregivers is an ongoing challenge.
We needed to help people who were on the fence about foster caregiving see the positive impact they could have in a young person’s life and encourage them to finally make the decision to become a caregiver.
The Solution
We chose to tell the authentic and unvarnished stories of former youths-in-care and current foster caregivers to provide a glimpse into the reality of the experience, to address the anxieties of those considering it, and to showcase the significance of that relationship for both the child and the caregiver.
We featured a diverse group of people from different regions, with a focus on Indigenous youth and the importance of culturally appropriate support.
The campaign included YouTube videos, display ads, social media, print, and radio—all of which drove to the campaign website, fosternow.ca, or supported local information events. One of the videos also appeared in every Cineplex and Landmark theatre in the province for a four-week period during the run of the film Instant Family (starring Mark Wahlberg).
The Results
The campaign was highly successful in building awareness and engagement. For detailed results, please reach out.