Same,
but different

The brief

These kids just want to feel loved and have a secure home. It's about letting kids be kids and finding a range of care solutions to help make it a reality. But the problem is that there simply aren't enough foster carers to satisfy demand. So, we got to work with a targeted campaign that broke down some of the misconceptions around foster care - foster families are just like any other family. It's the same, but different. New South Wales shares the biggest proportion of kids in out of home care in Australia with more than 18,000 waiting for a long-term solution. Carbon Creative has had the great privilege of working with not-for-profit, Adopt Change on their My Forever Family NSW Foster Carer Campaign to help encourage people, to put their hand up to become a carer (all sorts required foster, kinship, emergency, respite, restoration, guardians and adoptive parents).

The work

We wanted to reach out to people who had room in their heart and their home to take on the responsibility of becoming a foster carer. To ensure the brand message was understood - that all children need a safe, stable and nurturing home - the campaign builds the image that all kinds of families can provide this stable home environment for children. It's about finding and forming their forever family community.

The good

Foster families, in many ways, are just like 'other' families, doing everyday things. There isn't any denying the reality, there are tough days and sad days but there is also incredible joy in giving a child a place to call home. And in many ways, it's just like any other family - there are ups and downs, but the fundamentals of security and belonging are constant. It's the same, but just a little bit different.