MediaVest and St Luke’s net pounds 2m foster care campaign

The National Foster Care Association (NFCA) has appointed St Luke’s and MediaVest to spearhead a pounds 2 million campaign to recruit foster parents from a wider audience, including single people.

The National Foster Care Association (NFCA) has appointed St Luke’s

and MediaVest to spearhead a pounds 2 million campaign to recruit foster

parents from a wider audience, including single people.



The initiative, funded by the Department of Health, aims to boost the

number of foster carers as the emphasis on residential homes

declines.



The Government is also keen to address the problem following continuing

revelations about abuse in care homes.



St Luke’s, which pitched against BMP DDB, will produce a TV, press and

radio campaign in September. The work will not use shocking images about

the crises in the care industry, but will encourage new recruits by

showing them the rewards involved.



A PR campaign breaks in June. A pitch is being handled by Agency

Insight, which also handled the advertising and media pitches. MediaVest

is understood to have pitched against New PHD.



Steve Annett, media and communications co-ordinator of the NFCA, said

that a national campaign was needed as the advertising campaigns

conducted by 150 local authorities were clearly not working.



He added: ’We need to change the misconception that carers have to be

part of a conventional family. Single people and those without children

are also eligible.’



David Abraham, chief operating officer of St Luke’s, said: ’It’s an

opportunity to reframe an issue that’s been misunderstood by both the

public and the media.’



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