A campaign designed to reimagine how fostering can align with contemporary lifestyles. Fostering in the UK has faced a prolonged crisis, with the demand for carers far exceeding the number of approved individuals available to provide care.

The mission was straightforward: support Now Foster in recruiting 30 new weekend foster carers by raising awareness and encouraging high-quality applications.

When I started working on this campaign, I knew we had a unique opportunity to change the way people think about fostering. The challenge was daunting: how do you inspire individuals who may never have considered fostering before to step into such a significant role, even if just for one weekend a month? The concept began with a simple question: What if fostering wasn’t about changing your entire life, but about enriching it in ways you’d never expect? I wanted to disrupt the common perception of fostering as a full-time, overwhelming commitment and present it as something dynamic, flexible, and deeply rewarding. An experience that fits into modern lifestyles.

The narrative emerged from imagining those weekends: unpredictable, emotional, yet profoundly meaningful. "Imagine that for one weekend a month, your life could take you in any direction." That line became the heartbeat of the campaign. I wanted potential weekenders to feel the pull of curiosity and the promise of growth. Each weekend with a foster child would bring its own challenges, triumphs, and surprises.

One of the campaign’s unique elements was how we approached the imagery. To safeguard the privacy and dignity of the children who could potentially benefit from fostering, we decided to use AI-generated visuals. This ensured that no real children were exposed online while still allowing us to create emotive, relatable visuals that resonated deeply with our audience.

These images depicted a diverse range of authentic, heartfelt moments, designed to evoke the joys, challenges, and connections that fostering can bring. Crafting the visuals and storytelling to support this narrative was crucial. We avoided clichés and instead focused on authentic, relatable moments that captured the essence of these transformative weekends. The goal was to make fostering feel personal, doable, and compelling for people who hadn’t seen themselves in that role before.