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Reading: Foster & Kinship Care Week 2018 Launches With Campaign To Drive Recruitment
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B&T > Campaigns > Foster & Kinship Care Week 2018 Launches With Campaign To Drive Recruitment
Campaigns

Foster & Kinship Care Week 2018 Launches With Campaign To Drive Recruitment

Samantha J Dybac
Published on: 12th September 2018 at 8:54 AM
Samantha J Dybac
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As part of National Foster and Kinship Care Week 2018, My Forever Family NSW has launched a television and radio campaign.

The campaign provides an insight into what a diverse community caring for children can look like, while encouraging people to consider becoming a carer for children from statutory care.

Watch the TV Campaign here

The number of children in the out-of-home care system continues to rise in Australia, with 47,195 recorded for the period 2016-17, up from 46,448 the year before, with 41 per cent of children in out of home care for five years or more.

The campaign was completed in partnership with full-service creative agency Carbon Creative and shines a spotlight on the need for more people to put up their hand, now, and become a carer to help some of Australia’s most vulnerable children.

Carbon Creative MD Wayne Denning explained: “Helping bring this campaign to life was a huge privilege. It’s heartbreaking to know there aren’t enough foster carers to support kids in need, yet there are so many amazing people out there with much to offer.

“If we help bridge the gap with the message forever families come in all sort of shapes and sizes, then that’s the real win.”

“Carbon undertook some preliminary research that showed people were more likely to respond positively to a campaign depicting carers with children in real scenarios where they could visualise themselves.

“This self-identification either by the individual or family prompts an ‘I can do that’ response.

“It also motivates advocacy, where people will see others i.e. family members or friends, who they perceive as suitable for foster care. In turn, motivates them to reach out and encourage a family member or friend to get involved.

“Critical to the campaign premise was trying to keep the narrative real.

“With that in mind, talent, location, photography and art direction were deliberately crafted to promote a sense of authenticity and reality, representing an everyday slice of life.”

My Forever Family NSW launched in July 2018 with a focus on engaging with potential carers, training, support and advocacy for a range of existing carers, including foster care, 
respite, emergency, restoration, kinship, guardianship and adoption.

Adopt Change, which was founded by Deborra-lee Furness in 2008, is leading the project, working with contributors including Professor Paul Chandler of Early Start at University of Wollongong to deliver culturally appropriate, tailored programs; and Continuum Consulting, to deliver evidence-based trauma-informed training.

Adopt Change CEO Renée Carter said: “With over 18,000 children in out of home care in New South Wales alone, the My Forever Family program is an opportunity to provide foster carers, kinship carers, guardians and adoptive parents throughout NSW with the support they need to care for children across a variety of circumstances.

“A better experience for carers, through a number of supports and tailored training, will ultimately improve the life outcomes for children who have already faced significant challenges in their early life.”

“This campaign forms part of our overarching vision to inspire more people to consider becoming a carer and understand that there are a variety of ways in which they can do that.”

Foster and Kinship Care Week runs from 9-15 September 2018.

The television campaign will run across Nine, Foxtel and NITV. 

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By Samantha J Dybac
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I have built a reputation for excellence in public relations, strategic communications and event production over the past 17 years. I founded and run, Sammway, one of Australia’s leading, integrated communications agencies. We help build awareness and position our clients and talent as leaders in their chosen industries. Our services include, public relations, issues management, media strategy, event production and video animation. We work with our clients to develop strategic communications which align with their brand purpose, values and commercial objectives. Our clients include, not for profit organisations, startups, entrepreneurs, fintech, small business owners and media personalities. Where required, we help connect our clients with decision makers in government to ensure they get the best possible coverage and outcomes for their company or campaign. Our work includes content creation, media placement, issues management and development of key messaging and brand strategy. An example of a long standing working relationship is with, former NSW Opposition Leader, Kerry Chikarovski and her government relations firm, Chikarovski & Associates. We manage corporate affairs, media relations and liaise on behalf of clients with bureaucracy and government, at local, state and federal level. Since November 2014 Sammway has worked with Adopt Change, Deborra-lee Furness & National Adoption Awareness Week providing strategic PR and issues based communications. I have enjoyed representing Australia at global events including, United Nations, International Women’s Entrepreneurship Day 2014 and the 2013 G20 Young Entrepreneurs’ Alliance (G20YEA) summit, Moscow, Russia. In 2014 I was also selected to speak at an event in Singapore, addressing industry professionals on the importance of PR and media campaigns. Please connect with me if you have a project or brand waiting to connect with the outside world and receive the recognition it deserves. [email protected]

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