As the number of kids in care rises each year, the amount of available carers decreases. How do you engage the public to think about foster care differently, and move them to action?
An entirely new approach to foster care marketing, based on behavioural insights, to reach new and untapped demographics.
As of early 2021, all vacant foster carer spots at Anglicare Southern Queensland had been filled for the first time in years. Additional funding from the State Government has allowed the program to expand and provide more safe homes for kids in need.
More foster carers are needed
There are over 9,000 children within the foster care system in Queensland, and the number of children needing care has been increasing year-on-year. Anglicare Southern Queensland regularly seeks individuals, families, and couples to become carers and provide support to children and young people when they need it most.
With the gap widening between the number of foster carers available and children in need, Anglicare looks to pivot and re-energise their ability to expand the number of carers through innovative and evidence-based approaches. Additionally, the foster care space is relatively homogeneous in branding and engagement strategies, so the opportunity to differentiate themselves in a stagnant sector is huge.
A strategy to attract new carers
spur: was tasked to design a creative campaign strategy that would most effectively engage people to take a specific action: Enquiring to becoming a foster carer. The strategy outlines an approach, values system, and methodology that will ensure longevity and consistency over many years.
With the understanding that barriers include the preconceived notions of foster care, as well as possible negative preconceptions of religious organisations – a new brand identity for the foster care unit was developed. This included working closely with local Aboriginal and Torres Strait Islander elders and community representatives to craft an appropriate Indigenous sub-brand.
The resulting strategy is bold and utterly different to anything the foster care system has seem in Australia.
Behavioural change design based on research
1 · Analysis
Deep research into the foster care space, carer profiles, behavioural analysis of why people become carers (and why they don’t) - referencing over 40 local, national and international case studies, research papers, and journal articles.
2 · Strategy
Design of a creative campaign strategy to most effectively move people to enquiring about becoming a foster carer including nine campaign activation concepts and impact recommendations.
3 · UX
Digital UX strategy and design including user journey mapping, graphical interface, inter-system connectivity and content.
The campaign exists to pique interest in foster care, which, in turn, influences the number of enquiries.
Foster care applications increased by 40% in the first month of YouBeYou going live.
As of 2021, the YouBeYou program has exceeded all targets for foster care at Anglicare Southern Queensland, with every vacant carer spot filled and a new team put in place to handle new enquiries and grow the capacity for providing safe homes for children, including increased funding from State Government.
See the YouBeYou website here.