Accordwest recently launched its successful #fosterlife campaign with a soul-stirring cocktail evening at Mantra Bunbury Lighthouse.
Two years in the making, the event held in July was a night to remember with more than 30 attendees.
Foster carers, Accordwest staff and stakeholder representatives from various organisations gathered for an exclusive first look at what the not-for-profit hopes will be a life-changing campaign inspiring the next wave of foster carers.
The room fell quiet as the campaign videos were revealed, with attendees absorbed by the stories of real-life foster carers shining a light on how the adventure of foster caring has made their lives better in new and unexpected ways.
Following the official launch speeches, the room was brought to life with friendly chatter and networking opportunities, as attendees connected, shared foster care experiences, and enjoyed the surroundings and each other’s company.
A call to arms
The #fosterlife campaign is a call to arms to carers-in-waiting ready to take on the adventure with both hands.
It celebrates all the moments that make up being a foster carer – which can be both uplifting and challenging, hilarious and lifechanging, tiring and heart-warming – but ultimately worth it.
The three-month campaign targets areas in Perth known to be in need of more foster carers. The first stage involves social media and digital advertising, a dedicated website landing page and supporting marketing materials.
The campaign will eventually extend its reach into traditional media including radio and bus advertising to get the #fosterlife message in front of more people.
An evidence-based approach
Accordwest teamed up with agency partner inkling to undertake the campaign, drawing on evidence-based research and statistics that lay bare a concerning trend of declining foster carer numbers in WA.
Accordwest asked a simple question of its foster carers: what motivates them to take on the challenge?
inkling undertook a qualitative research project interviewing current foster carers and case managers, delivering relevant and specific insights to complement pre-existing sector research.
An extensive report was compiled from the research, revealing three core traits of a high-performing foster carer.
The research revealed the traits to be: a desire to explore a young person’s potential by exposing them to new experiences; a drive to build their inner belief and voice as a means of self-expression; and a motivation to selflessly help others by navigating the experience with a relaxed, open-minded approach.
Armed with these eye-opening insights, the challenge then became about how to translate the data into a creative campaign that seeks to win hearts and minds, providing the space for potential foster carers to recognise the traits within themselves, and step into the adventure.
In partnership with current and previous Accordwest practise development team members, inkling developed a heart-stirring, poignant campaign to find the best foster carers-in-waiting.
The campaign messaging captures foster carer moments with great significance revealing what happens when people open their homes and hearts to let love into their lives.
Ultimately, Accordwest believes foster carers don’t necessarily choose the #fosterlife, the #fosterlife chooses them.
Every story matters
The #fosterlife campaign continues Accordwest’s long history of supporting the South West’s most at-risk young lives, starting in 1983 as the ‘Bunbury Youth Accommodation Project’.
Now celebrating their 40th year in the community, Accordwest has seized every opportunity to support more people experiencing hardship and disadvantage to live the life they choose to live.
The team proudly continues to offer assistance for vulnerable young people in departmental care across the South West and Perth south metro areas
It’s all based on a belief that every story matters, no matter how big, how small, or who is telling the story.
That includes coaching families to improve their relationships and parenting skills, supporting people experiencing or at risk of homelessness, helping children and young people who need out of home care, working with people exiting the prison system to adjust naturally back into a normal life, or providing emergency relief services for people in times of urgent need.
Is the #fosterlife calling you?
If you or someone you know is interested in considering becoming a foster carer, please visit www.fosterlife.com.au.
If you’d like to know more about how inkling can help your organisation achieve high performance as a brand, visit www.inklingagency.com.au.
inkling is a full-service, strategy-led brand agency specialising in success-based thinking that digs deep into the human psyche to ‘know’ the critical factors that make an organisation better.
By Hearts and Minds
