Raising Awareness of Fostering in Devon

Devon County Council


Following a competitive tender, Tribe was awarded this project to create a multichannel campaign to recruit suitable foster carers across Devon.

Devon County Council has many children in care, ranging from babies through to teenagers, some with highly complex needs. There is an ongoing need to recruit the right people as foster carers to improve long-term placement prospects for children. Our creative strategy was to pose questions, resolves dilemmas, presents opportunities and provides solutions for potential foster carers. It spoke directly to the audience as individuals, providing resonance with their own thoughts and appealing to their beliefs and motivations. The idea was “Foster the thought, foster the child”.

We developed an integrated campaign, including digital media, press, social media and film. Tribe interviewed existing foster carers and provided a series of audio blogs that were published on the website so that potential foster carers could listen to real-life stories. The campaign was highly successful and resulted in us being awarded a 12-month extension.