Creating a simple, powerful campaign following client consultation with a limited budget

There is a national shortage of foster carers and adopters. Sunderland alone had over 500 children in care waiting for the right carer or adopter to come along – and a limited budget to do something about it.

icare Sunderland City Council poster

Following consultation with the Children’s Services Team, existing foster carers and adoptive parents, the Guerilla team found that potential carers were often discouraged because they (wrongly) believed that they had to meet an exhaustive list of criteria in order to foster or adopt.

Sunderland City Council adoption magazine
Sunderland City council adoption brochure

Our simple, powerful campaign concentrated on removing these misconceptions… you don’t need to be married, have children, be employed or own your own home to be a foster carer or adoptive parent… all you do need – is to care.

sunderland city Council fostering poster
“The important word here is CARE... fostering and adoption are caring careers, for those who feel they have a lot of love to give.”
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