Attracting potential foster parents and adopters for hard to place children is a significant challenge for Newcastle City Council. Finding parents with the right attitude and attributes to take responsibility for a child with complex requirements and give them another chance in life is particularly difficult. So we produced a creative campaign that tugs at the heartstrings while also speaking to those who matter.
The advertising campaign was made up of various high impact outdoor sites in Newcastle along with radio and Facebook advertising. Each creative execution comes from the perspective of the child, creating a powerful connection with the audience. We wanted to be real and not paint an unrealistic picture of the process as our objective was to engage those with the right qualities.