Barnardos Australia tackles misconceptions about foster carers head-on in their new “Count yourself in” campaign

Leading child protection charity, Barnardos Australia challenges conventional stereotypes and misconceptions about foster carers in a vibrant, inclusive and inspiring integrated campaign.

Acknowledging that people often think they won’t be accepted or that they don’t fit the mould, the charity aim to debunk myths people have about foster carers with a new campaign featuring; a same-sex couple, a younger alternative couple with tattoos, dyed hair and piercings, a couple in motorcycle leathers, as well as an older couple and a single person.

The charity identified the most common reasons why potential carers count themselves out and turns them on their head and urges people to count themselves in instead.

“We hope this campaign sends the message that Barnardos Australia needs carers from different walks of life, and that you could be exactly who we need. Its important to us that people understand that its not about what you look like, your age or your marital status. Foster caring is about having the right qualities to be able to provide a safe and stable home to a child in crisis.” 

“We need a wide range of different sorts of carers for different sorts of children. We need carers from different ethnic backgrounds, single carers, married carers, partnered carers, gay carers, older carers who have valuable experience as well as younger carers who are very committed. I urge anyone thinking about becoming a foster carer to talk to us, I’m sure we can use your skills.” Barnardos Australia CEO Louise Voigt said.

The campaign was entirely produced in-house at practically no cost, with the charity’s Brand and Reputation team coming up with the concept and undertaking all creative, photography, copywriting and casting, even sourcing “volunteer” models to appear in the advertisements free of charge.  

Rolling out over the next 4 weeks, the campaign features outdoor (bus, petrol pump and shopping centre digital billboards), 30 and 60 second radio ads, online and print advertising which the charity hopes will be support via widespread media CSA placement.

The charity has already gained commitment for the campaign from MX Sydney, Val Morgan, ARN and DMG Radio, Fairfax Digital and Yahoo7, amongst others. 

Barnardos Australia has also launched a supporting website and will release new videos each week of the campaign featuring interviews with real foster carers, including two same sex couples, to compliment the advertising activity.

Don’t count yourself out. You could be exactly who we need.

Count yourself in. Call us today on 1800 663 441.

Media Centre - Campaign images

Video interviews with real carers

For media inquiries and interview opportunities please contact: Irene Saunders on 0410 503 232.