North Peat Talbot Council: Fostering Services
Client
Neath Port Talbot Council
Industry
Local Government, Fostering Services
Services
144,000
Opportunities to see from petrol forecourts.
Effective
hyper-local targeting delivered within budget
Can you help create a better future for local young people?
The combination of a shortage of available foster carers, and an increasing demand for fostering services is a challenge faced by many local authorities across the United Kingdom. Foster Wales Neath Port Talbot is one of the 22 Welsh Local Authorities fostering services looking to build better futures for local children.
Neath Port Talbot were looking to recruit more foster carers and highlight to them how they could change lives by providing stability and security to young people. Becoming a foster parent is easier than is perceived and the campaign was focused on targeting would-be foster carers with this message. Helping to shape young lives is rewarding and the Ark Media were happy to promote this to the people of Neath Port Talbot.
Objectives
The primary objectives of the campaign were to:
- Raise awareness of the need for foster carers to support young people leaving residential care
- Encourage would-be foster carers to sign up to the local authority's fostering service
Strategy and Execution
A key element for this campaign was to ensure both the message was promoted to the correct target audience and that once seeing the advertisement it was easy for potential foster carers to find out more information and sign up.
The combination of bus shelters which reach 84% of the population in a two week period and are visible to commuters, pedestrians and motorists, meant the campaign was seen by considerable numbers of the local community. Pairing this with petrol forecourt nozzles, which have an extended dwell time and captive audience, is important to encourage a direct action and longer-term branding.
The inclusion of a QR code simplified the process, giving those who scanned access to information on how fostering works, that anyone can apply to be a foster carer and what the first steps on a fostering journey are.
The strategy included:
- A number of petrol forecourts, to drive 1-2-1 interaction with fuel buyers, who are often family decision makers.
- Bus shelters to promote the message widely and allows QR capabilities so interested people can find out more instantly.
Promoting Worthwhile Causes
By using images and words which resonated with the audience we were able to convey the message of why signing up to be a foster carer is an important thing to do. The advertising was open and engaged with everyone to ensure we targeted the whole of the Neath Port Talbot community as foster caring is open to most people.
90% of the population live within five minutes walk of a bus shelter, and so the combination with forecourt advertising helped us achieve maximum success in getting the message to a considerable number of people. The simplicity of our campaign meant Foster Wales would be able to replicate it in other areas where demand on the foster system is high.
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