Foster and Kinship Care Week 2018 launches with new recruitment campaign via Carbon Creative

As part of National Foster and Kinship Care Week 2018, My Forever Family NSW has launched a television and radio campaign, developed by full-service creative agency Carbon Creative, that provides an insight into what a diverse community caring for children can look like, while encouraging people to consider becoming a carer for children from statutory care.

The number of children in the out-of-home care system continues to rise in Australia, with 47,195 recorded for the period 2016-17, up from 46,448 the year before, with 41% of children in out of home care for five years or more.

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The campaign shines a spotlight on the need for more people to put up their hand, now, and become a carer to help some of Australia’s most vulnerable children.

Says Wayne Denning, managing director, Carbon Creative: “Helping bring this campaign to life was a huge privilege. It’s heart breaking to know there aren’t enough foster carers to support kids in need, yet there are so many amazing people out there with much to offer. If we help bridge the gap with the message forever families come in all sort of shapes and sizes, then that’s the real win.

“Carbon undertook some preliminary research that showed people were more likely to respond positively to a campaign depicting carers with children in real scenarios where they could visualise themselves.

“This self-identification either by the individual or family prompts an “I can do that” response. It also motivates advocacy, where people will see others i.e. family members or friends, who they perceive as suitable for foster care. In turn, motivates them to reach out and encourage a family member of friend to get involved.

“Critical to the campaign premise, was trying to keep the narrative, real. With that in mind, talent, location, photography and art direction were deliberately crafted to promote a sense of authenticity and reality, representing an everyday slice of life.”

My Forever Family NSW launched in July 2018 with a focus on engaging with potential carers, training, support and advocacy for a range of existing carers, including foster care, 
respite, emergency, restoration, kinship, guardianship and adoption.

Adopt Change is leading the project, working with contributors including Professor Paul Chandler of Early Start at University of Wollongong to deliver culturally appropriate, tailored programs; and Continuum Consulting, to deliver evidence-based trauma-informed training.

Says Renée Carter, CEO, Adopt Change: “With over 18,000 children in out of home care in New South Wales alone, the My Forever Family program is an opportunity to provide foster carers, kinship carers, guardians and adoptive parents throughout NSW with the support they need to care for children across a variety of circumstances. A better experience for carers, through a number of supports and tailored training, will ultimately improve the life outcomes for children who have already faced significant challenges in their early life.

“This campaign forms part of our overarching vision to inspire more people to consider becoming a carer and understand that there are a variety of ways in which they can do that.”

Foster and Kinship Care Week runs from 9-15 September 2018

The television campaign will run across Nine, Foxtel and NITV.