CLIENT: MACKILLOP FAMILY SERVICES
PROJECT: Foster Care Recruitment
COMMUNITY: Potential foster carers.
CHANGE: MacKillop have an extraordinary community of foster carers, but there is a desperate shortage of carers with demand constantly growing. MacKillop identified that there is a significant drop-off of interest from people who make an initial enquiry. Our brief was to increase the number of these people who took the next step of undertaking training.
STORY: We captured the stories of four diverse carer households at various stages of their foster journeys and then walked the audience through the process from initial enquiry to training, first placements, challenges and joys of caring and then the heartbreak of passing the child back.
A huge challenge was how to make this visually interesting without being able to show the children in care. We turned this into a great strength of the films using an automatic slider to reveal and withdraw life from scenes. This enables the audience to project their own imaginations into the scenes.
DELIVERABLES: 1 x 13-min Film: 1 x 2-min Promo: 1 x 30-sec TVC
Strategically, we focused on the 13-minute film which would be hosted on their website and sent out to people who make inquiries. We then tweaked the focus for the 2-minute film to be a general promo that we hoped would be shared through social networks attracting potential carers who hadn’t yet inquired. Finally, the 30-sec TVC was designed to create awareness as a Community Service Announcement.