Foster Care Associates
Recruiting foster carers through an award-winning targeted TV advertising campaign
The Brief
One of our PR and content creation package clients, Polaris delivers needs led, innovative services for children and young people. Foster Care Associates (FCA), the largest foster care agency under the Polaris banner, has over 25 years of experience and supports over 1,900 children and young people.
FCA uses our flexible content package for video, photography and advertising based on their most pressing quarterly needs of the time.
With the aim of recruiting more foster parents throughout the UK and raising awareness of the growing number of vulnerable children who need foster parents, FCA wanted to produce a television commercial for AdSmart from Sky, a targeted, personalised advertising method.
Our Solution
With the campaign tagline “Just Foster”, the video team developed a script and storyboard for a 30-second ad, focused on a couple who have changed the lives of three children.
Keeping the script to a minimum and playing with the homonym “foster”, the ad was centred upon all the ways in which foster parents can foster a child’s creativity, imagination, and passions, where they perhaps weren’t being realised before.
Managing the casting call, locations, filming dates, script substantiation and timing, the Conteur film crew produced an ad that shows the before and after of fostering intervention, the transformation of a child’s life when met with love, care and compassion.
The Results
A valued client, FCA are still utilising a longer version of the advert on their webpage over a year later, which can also be found pinned to the top of their YouTube page. Versions of the ad can also be seen on their Instagram and Facebook channels, where more video content produced by Conteur helps FCA tell the stories of their foster parents.
The commercial won gold at The Drum Roses Awards for Best Commercial produced under £20,000, marking Conteur as a two-time award-winning agency.