Fostering Recruitment Campaign for Fostering Barnsley
The asterisk usually hides a catch. Here it reveals why fostering matters.
Foundry created a fostering recruitment campaign built around the question, “What’s the catch?” Bold, positive terms-and-conditions-style lines and warm photography reveal the everyday love, joy and magic of providing a supportive home for a young person.
Insights
- What's the catch? begins with the doubt many people bring to a major commitment, then answers it with the ordinary rewards of caring for someone.
- The asterisk is the campaign's smartest device. A symbol associated with hidden conditions becomes the loudest part of each headline.
- Warm domestic photography keeps the work emotional, while large block type and changing colour panels stop it from slipping into soft charity advertising.
- Optimism earns attention, but fostering decisions also depend on support, eligibility, time and money. The campaign works best when every poster leads quickly to the practical answers supplied by the council.
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