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
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.’