Project summary

• Research and insights
• Brand positioning
• Brand identity development
• Concept development
• Campaign strategy
• Messaging development
• Channel planning
• Copywriting
• Graphic design
• Digital design
• Animation and motion graphics
• Website design and build
• Audience testing
• Paid search
• Paid social
• Campaign stewardship
• Reporting and optimisation

Approach

We worked with existing foster carers to understand their motivations. From this, we developed an identity for the fostering service and a campaign concept that would speak the right language. We called the campaign ‘everyday matters’ as it was all about the positive impact fostering can have on foster carers, their families and the young people they care for – every day. We used a combination of hand-drawn typography and natural shapes to help make the campaign feel human, authentic and accessible to the audience.

For the foster carer recruitment campaign, we proposed a three-phase strategy that moved the audience through the decision-making process – from awareness to consideration and ultimately action. To activate this strategy, we implemented a paid digital campaign, consisting of Google AdWords and Facebook, driving the audience to a landing page where they could download an information pack. We also used Facebook retargeting to encourage sign-ups to a virtual event hosted by the Council – enabling them to nurture leads further down the recruitment funnel. We created over 50 different assets for this recruitment campaign, including leaflets, posters, exhibition collateral, vehicle graphics, a website, a downloadable information pack, infographics, social content and digital advertising.

As part of our ongoing partnership with Wiltshire Council, we also ran a brand awareness campaign to raise the profile of the Council’s fostering service and to encourage people to consider becoming a foster carer. For this, we used a range of channels, including:

• TV (Sky AdSmart)
• Radio
• Display
• Search