Ordinary moments, extraordinary impact

With over 400 new foster carers urgently needed, as highlighted by The Fostering Network, this new, national campaign had to do more than inform—it had to inspire. Our strategic and creative approach set out to humanise the fostering experience and shift perceptions, by helping everyday people see the extraordinary impact they could make in a child’s life. 

Our strategy unearthed a key insight: those most likely to become carers are intimidated by the prospect that they might not be ‘good enough’ to provide the care these children need. Our creative had to shift this mindset to tell potential foster carers that while they might not be ‘perfect’ they could be a perfect fit for a child who needs their care. 

At the core of the campaign is a universal truth: the ordinary can be extraordinary for a child in foster care. A bedtime story. A walk to school. A bowl of cereal at the kitchen table. These everyday moments, when grounded in care and consistency, can be utterly transformative.