At Cowshed we believe in work with meaning.
There's nothing more meaningful than giving care and support to a young person.
Working with our client Maethu Cymru | Foster Wales, our first campaign of 2024 encourages everyone to 'bring something to the table' as a local authority foster carer.
Over the last year Cowshed has utilised strategic communications, behavioural science, and deep community insights to develop a national integrated campaign to remove some of the barriers people face when considering applying to become a foster carer.
1. Not feeling they have the skills, experience or attributes needed to make a ‘big’ difference to a young person’s life.
2. Not feeling that fostering could fit into their current lifestyle i.e having children at home, having a full-time job, and a lack of understanding around the variety of fostering available (long term, short term, respite etc.)
3. Misconceptions around the criteria to become a carer (certain age, marital status, income, profession, gender)
The campaign has been influenced and informed by Wales’ diverse fostering community, to ensure authenticity and a celebration of all the wonderful things a foster carer can provide.
The campaign conveys the realities of fostering and does not shy away from the challenges, but also nods to the support network and professional development offered by fostering with a local authority.
Within the creative execution, a table - a re-occurring theme during campaign focus groups - is used as a visual metaphor to indicate that everyone has something to ‘bring to the table’ as a foster carer.
Each scenario featured in the series of three television adverts is inspired by a true story told by a foster carer in Wales, and will be delivered alongside a suite of videos, featuring said case studies.
The campaign launches today, across PR, television, radio, digital and physical activation (OOH and events).
We’ll be sharing a lot more about the campaign over the coming weeks, including the findings of a nationwide survey of foster carers exploring issues related to mealtimes and food insecurity amongst care experienced young people. But for now, follow our client Maethu Cymru | Foster Wales to find out more about the 30’ TV adverts premiering during Emmerdale this evening.
#fosterwales #campaign #foster #tv #radio #wales #bringsomethingtothetable
We’re very proud to reveal our brand new TV adverts.
For almost a year, we’ve been working with foster carers across Wales, turning their true-to-life experiences into 3 short adverts, which we hope will encourage the entire nation to ‘bring something to the table’ and support young people in care.
The adverts will be on your TV screens throughout January, starting tonight after the ITV Evening News and during Emmerdale – keep an eye out!
https://lnkd.in/db-h4E8y
Business Manager
1moThis is brilliant, you never cease to amaze me. Good luck to you x