Changing the face of fostering
CARE VISIONS FOSTERING | RECRUITMENT CAMPAIGN
Fostering is one of the best and hardest jobs out there. It takes a special kind of commitment not a specific type of family. Independent fostering agency Care Visions wanted to challenge perceptions of the traditional fostering family and appeal to people from all walks of life and families of all shapes and sizes to increase their capacity to meet a growing demand.
We talked with foster carers, and the Care Visions team who support them, so that we might deeply understand their experiences, motivations and concerns on the journey to becoming approved carers. The stories were moving. The opportunity to bring purposeful conviction and empathy to communications was clear.
‘Changing the face of fostering’ became a statement of purpose and a rally cry. It encapsulated the agency’s ambition and dedication to helping a broader diversity of individuals and families into fostering.
Care Visions Brand Story
Purpose:
To change the face of fostering through care experiences that inspire unique and fulfilling lives
Brand themes:
We stand shoulder to shoulder
We believe in the power of play
We do things differently
We celebrate diversity
A tone of voice that is compassionate, confident and real was established. ‘Hands up if you are ready to foster'?’, messaging was penned to feel active and empowering. Commissioned illustration represented a diverse range of fostering environments to feel inclusive and welcoming. Working within the brand’s existing design, style and colour palette, these new brand assets were integrated into communications throughout the carer recruitment journey.
Messaging:
We’re ready to change the face of fostering. Are you? Foster families come in all shapes and sizes. Let’s change attitudes and lives together.
We’re ready to change the face of fostering. There are many ways to ‘family’ and our independent service fits flexibly around yours.
We’re ready to bring new ideas to fostering. We use play and innovative approaches to create strong bonds between our young people and carers, growing confidence all round.
Ready to support and know our carers deeply. We stand by our carers, at every turn off their fostering journey.
Hands up for working mums, busy sons and a very helpful gran.
For warm hearts and big hugs from all the thoughtful dads.
Hands up...for the morning scramble and steady routine,
the comings and goings and the moments between.
For too many cooks and a ‘who’s washing up?’
For being full of hope and never too much.
Hands up for back-to-front and the other way round.
For doing your thing and not following the crowd.
Hands up for family who are friends, not bound by blood,
Woven by choice, through the fabric of love.
We supported Care Visions with:
Qualitative research
Purpose, vision & proposition
Brand strategy, positioning narrative and messaging
Foster family recruitment campaign & assets
Brand assets update & guidelines