The challenge

Every week, Anglicare receives more than 100 requests to provide a safe home for a child in crisis. Yet it is still so hard to find good homes and families to care and love these kids. We worked with Anglicare to develop a campaign that would reframe foster care in our audiences minds – from fear to empowerment. We wanted to show the beauty, the possibility, and the challenge that comes from loving a child who needs it. 

Our Approach

The campaign is inspired by the famous verses found in 1 Corinthians 13, love is patient, love is kind. Our messaging captures this call to love, showing that foster parents need not be experts, they just need to know how to love. With this in mind, we developed a series of videos and posters that capture the dark and light of life in a foster family. From providing shelter in the storm, to learning a TikTok dance. 

The Solution

We delivered a campaign brand which brought together a series of marketing executions, including a hero video, social media advertising, billboards, event collateral and church-focused print material. The look & feel was then packaged into a style guide which Anglicare’s internal team could use for future campaigns and storytelling around Foster care.