To create and manage promotional campaign to recruit foster carers.
In 2009 South Ayrshire Council’s Fostering & Adoption Team entrusted Ocean to take charge of their most extensive promotional campaign in recent years. Aimed at recruiting more foster carers for children and young people of all ages, the Ayrshire-wide campaign needed to be honest, encouraging and, above all, highly impactful.
Strategic marketing planning
Advertising design – transport and outdoor
Foster parent interviews & copywriting
Leaflets & inserts
How we did it
First hand experiences were seen as the key, so we began by meeting with foster carers and young people in foster care to talk to them about what it was really like. Using their real-life stories, we developed the campaign ‘Anyone can change a life’. Vivid colours were matched with bold, brief copy to get the message across quickly but effectively on transport and outdoor advertising, promotional leaflets and posters. This was backed up by local press features offering more in-depth information and a series of radio ads which ‘spoke from the heart’.
The campaign was highly successful, resulting in a significant increase in the number of families in South Ayrshire offering foster placements for local children and young people. This resulted in the commissioning of two further fostering campaigns.
“The Ocean team was absolutely fantastic in planning and delivering our fostering campaign. There were many different elements to the project but everything was coordinated to perfection and handled both sensitively and creatively. Most importantly, the campaign was very successful and we were delighted with the response it generated.”
South Ayrshire Council Children & Community Directorate