With over 400 new foster carers urgently needed, as highlighted by The Fostering Network, we knew this 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, helping everyday people see the extraordinary impact they could make in a child’s life.
Our strategy found 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 for a child who needs their care.
The big idea: the power of the everyday
At the core of our 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.
We brought this idea to life through a warm and authentic visual and narrative approach—developed in close collaboration with Greenroom Content and director Euan Fletcher with stills shot by Stuart McLay. The result is a series of emotionally grounded stories that highlight the power of small acts of love and stability.
A campaign that meets people where they are
This is a fully integrated campaign that spans across TV, video on demand, radio, press, and digital channels which drive people to a dedicated website where they can find more information and begin their journey.
John Swinney, First Minister said, “Our campaign importantly focuses on how the everyday ‘ordinary’ can be extraordinary for a child in foster care. Fostering can be transformational for a child or young person and by stepping forward, foster carers offer not just a home, but the relationships and support that help shape brighter futures.”
Paul McDonald, Deputy Creative Director said, “We’re really pleased with how this campaign came together. At first, it felt like one of those ideas that looks a bit ordinary on paper. No visual effects. No AI monsters. But in the end, stripping it back to a simple visual and clear messaging was exactly what it needed. We hope it gives someone the confidence to feel they can raise their hand and step forward to help.”
