With the increasing need for foster carers in South Australia, Centacare has launched a campaign created by SAUCE. The Creative Agency with the aim of overcoming perceived barriers to becoming a foster carer.
Many who are interested in becoming foster carers rule themselves out because they don’t think they fit the criteria based on their personal circumstances, a preconception the campaign aims to shed light on and challenge.
The Centacare campaign has rolled out in South Australia across social, digital, BVOD and cinema.
“While there is an assessment process, many potential foster carers mistakenly believe that factors like their age, sexual orientation, relationship status, or whether they rent their home will automatically disqualify them. This simply isn’t true. What matters most is their ability to provide a safe, stable, and nurturing environment where a child can grow and thrive,” Alicia Remedios, assessment manager for Centacare Foster Care said.
“With so many children needing care, we wanted to break through the uncertainties and encourage more people to consider the role of foster care to help vulnerable children,” David Ormston, co-creative director, SAUCE. The Creative Agency added.
“We thought that this seamless transition from carer to parent via a playground swing was a simple and heartwarming way to demonstrate reunification,” Ormston added.
“Almost all new parents question their own ability to provide quality care. We wanted to show that for foster carers, this uncertainty comes with additional questions: Will they like me? Will they think I’m trying to replace their biological parents?” Tom Ootes, managing director and agency principal, SAUCE added.
“The child is the most important person in the foster care process. Showing that the uncertainty felt by the carer is also experienced by the child was an important part of the story,” Michael Gagliardi, co-creative director, SAUCE added.
The campaign is supported by a second film to address the need for Reunification Foster Carers. Reunification Foster Carers support children until their biological family is in a position to be reunited with them, and often remain involved in their lives thereafter.
“We have really valued working in partnership with SAUCE and are delighted with the campaign, especially with the videos. We feel that the videos reflect authenticity and will resonate with the community, striking a balance of the realities of foster care and the important role foster carers play,” Amalie Mannik, executive manager for Centacare’s Children Services Unit.
Credits:
Client: Centacare
Marketing and Communications Officer-Danielle Lentini
Assessment Manager-Alicia Remedios
Recruitment Officer-Claire Davies
Executive Manager Children Services-Amalie Mannik
Creative:SAUCE. The Creative Agency
Managing Director and Principal-Tom Ootes
Creative Director-Michael Gagliardi
Creative Director-David Ormston
Account Director-Hafsa Qureshi
Production: Producer-Emily Dawe
Director/DOP-Nick Frayne1AC-Jake CooperGaffer-Nic DatsonEditor-Jarrod Knoblauch
Sound Design-Scott Illingworth (Seeing Sounds)
Photography-Neasan McGuinness
