Creative agency Entropico has brought to life a new campaign for the NSW Government Department of Communities and Justice (DCJ), calling for much-needed new foster carers.
The campaign is rolling out statewide across social media, TV, and print, reaching communities at major and local events.
Developed and produced by Entropico’s in-house creative team and directed by filmmaker Genevieve Kaiser, the campaign seeks to shatter negative misconceptions about foster care and highlight the positive, two-way growth fostering brings.
The campaign, which forms part of the NSW Government’s record $1.2 billion investment in child protection, is designed to modernise the perception of foster care by showing that the experience is about the growth of the child, the foster parent, the family, and the wider community.
The need for foster carers in NSW is acute, with over 300 children and young people aged 1 to 17 requiring loving homes.
“Our mission with DCJ was to deliver a dignifying, positive message that speaks to hope and purpose. We wanted to move away from negative narratives, break down barriers, and show that becoming a carer is an act of communal growth and love, while educating our audience on the many kinds of foster carers needed across the state,” Entropico founding partner Erin Moy said.
Entropico’s creative concept centres on the kitchen fridge front – the keeper of family life and milestones in homes. The campaign narrates the journey of four new foster parents using a time-lapse of their fridge front as a canvas for change and growth.
“We wanted our audience to see themselves in this campaign, and ask, ‘Could I and should I become a foster carer?’, and we recognised the fridge as the heart of the home – a relatable, universal anchor for memories. We start with a mostly empty fridge before a child arrives and watch it joyfully evolve, filling up with their artwork, school photos, awards, and family mementos. This evolution shows that fostering is a journey of purpose, love, and immense growth for both the child and the carer,” Entropico creative director Harri Dunwell said.
“This is such a beautiful creative platform, and it was such a privilege to work on. We wanted these to feel like honest, intimate snapshots of these families’ lives and there was so much love and attention put into crafting every minute detail of these four stories,” Kaiser said.
“Children don’t get a second chance at childhood, so we’re urging everyone to consider becoming a foster carer. It’s time for some myth-busting foster care facts – you can be single, in a same-sex relationship, retired, rent or own your own home, kids just need people who care. Fostering isn’t just long-term, we need short term, respite, emergency, and restoration carers too,” Minister for Families and Communities Kate Washington said.
The NSW Government’s investment supports foster carers with initiatives like paid foster carer leave for public sector workers and a 20 per cent increase to the base Foster Care Allowance beginning January 2026.
Credits:
NSW Government Department of Communities and Justice:
Director – Campaigns and Strategy: Jacqueline Barnes
Manager, Campaigns and Strategy – System Reform: Rebecca Murphy
Senior Communications Officer: Nisha Labade
Entropico:
EP / ECD: Erin Moy
Creative Director: Harri Dunwell
Account Directors: Andrew Macalpine, Dave Bostelman
Director & Editor: Genevieve Kaiser
Producer: Shaye Guillory
Director of Photography (DOP): Simon Higgins
1st AC: Jono Heighes
Robot Arm Operator: Dan Miller
Gaffer: Simon Walsh
Art Director: Laura Murray
Art Assist: Margarita Gershkovich, Thomas Rolls, Alastair Wharton
Edit Assist: Jodie Williams, Ange Scott
VFX & Animation: Tom Spiers, Tom Stone
Colour Grade: Matt Fezz
Composition & Sound Mix: Rowan Dix
