client
Foster care agency network
brief / task
Raise awareness of this foster care agency network by 15% amongst 18-24-and 35–39-year-old Victorians by December 2021 Business: Recruit an additional 400 qualified applicants to them by December 2021
insight
Victorians know little about foster care other than it is difficult and strenuous (50% of recent research respondents). Awareness levels are low, stigma, myths, and misinformation are high, and many Victorians are doing it tougher than they ever have before due to the Covid-19 pandemic.
target audience
Victorians aged 18 to 24 and aged 35 to 39
rationale
I wanted to create print ads that have a real-life connection to the target audience who may not otherwise see the plus side of foster care. This is why I chose to use celebrity testimonies in these print ads to show that the process seem much more common than we think. Using big names like steve jobs and his story as a child along with the main headline #fostered&fortunate can highlight the message of how many famous celebrities themselves were once fostered and given the opportunity to grow up in safe communities and families.
