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 below diagram represents Anglicare's overall metrics and the campaign's ability to "directly" impact each metric, with each link in the chain critical to achieving the overall goal of children having a safe and stable environment to live. Orange represents the campaign’s level of influence: Strong influence at piquing interest, moderate influence at encouraging inquiries, etc.
The campaign exists to pique interest in foster care, which, in turn, influences the number of enquiries.
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