Cambian Fostering

Concepts, design and copywriting

Pitch winning campaign to increase the number of foster carers

Foster care agency Cambian were looking to recruit new foster parents to their organisation. In order to do this, they needed to get across the message that anyone can become a foster carer and that Cambian is there to support you through every step of the process.

After talking to a number of people about their fostering experiences, it became clear that every foster parent has something in common; that desire to help, to fix, to support, to make a difference to a child's life. That is what underpins all of the creative work. 

Concept 1 (Final selected route)

Superheroes disguised as ordinary people

Superhero ad concept showing older lady and young girl painting eggs
Example billboard ad showing woman and young girl cooking together
Example train ad showing young girl with pig tails
Example newspaper ad showing young girl with pig tails

Additional campaign messaging to target different audiences

Target: Existing foster parents – promoting available respite care​

Superhero concept showing three yong children jumping in autumn leaves

Target: Existing and new foster parents – highlighting support team​

Superhero concept showing teenage boy and man sitting chatting outdoors

Concept 2

Here for it all

Concept showing young boy and man covered in shaving foam
Example billboard concept showing young girl hanging upside down
Examples of alternative rhyming copy