Government seeks ad agency to launch pounds 2m fostering push

The Department of Health is looking for advertising agencies to pitch for a pounds 2 million campaign to recruit more foster parents.

The Department of Health is looking for advertising agencies to

pitch for a pounds 2 million campaign to recruit more foster

parents.



The initiative is being co-ordinated by the health minister, John

Hutton, and is part of the Government’s aim to move young people out of

care homes and into families.



It will be the first time that a national recruitment campaign for

fostering has run in the UK.



The Central Office of Information is writing a brief and will be

speaking to roster agencies in the coming weeks to draw up a

shortlist.



It is not thought that any of the COI roster agencies have been

approached about the business as yet.



The campaign, which launches next spring, will run on national and local

television and radio.



Potential carers can receive information packs by calling a telephone

response line. Those who are interested will be put in touch with local

authorities.



’It is important that we increase the number of foster carers. They are

a crucial resource and if we are able to achieve our target of avoiding

unnecessary changes in placement we need more people prepared to act as

foster carers,’ Hutton said.



There were more than 55,000 children in local authority care in March

this year. Around 36,000 of those have been fostered.



The Government first announced its intention to modernise its approach

to children’s social services last year with its ’Quality Protects’

programme.



The aim is not just to prevent abuse but to give children who have been

in care more opportunities for the future.



Topics