FAQ’s about the Fostering NSW Campaign which begins on the 30th May…

What is the Fostering NSW campaign?

The Fostering NSW campaign is a public awareness campaign and one component of an overarching Foster Care Recruitment and Retention Project being delivered by ACWA. (www.facebook.com/ACWAFosteringNSW) The other component is sector development.


Who is running the campaign?

The Association of Children’s Welfare Agencies (ACWA) is running the campaign and has engaged advertising and marketing firm, Ogilvy Australia, to help deliver it.


What are the campaign aims and objectives?

The campaign is designed to support the recruitment efforts of out-of-home care agencies by raising general awareness of foster care, encouraging people to ‘Open Your Heart’ and find out more about becoming a foster carers by visiting the Fostering NSW website or calling the 1800 number.


How will the aims and objectives be achieved?

A high profile public awareness raising campaign has been planned to raise awareness of foster care and maximise all opportunities for publicity. The main campaign elements include:

  • Public relations i.e. media stories and events
  • Social media i.e. Facebook, twitter and you tube
  • An interactive Foster Forum
  • Advertising (digital online advertisements and limited print)
  • An updated Fostering NSW website and 1800 number
  • Supporting activities including local information sessions and engagement opportunities.


How long will the campaign run for?

The campaign will run for one year and has been split into three waves of activity. The first wave will start on 30 May 2013, the second in late August (timings to be confirmed) with the final wave being launched early in 2014.


Are there target audiences?

Specific groups will be targeted as part of the public awareness campaign. The primary target group is women aged between 30 and 50, with secondary target groups being “empty nesters” (especially for short-term and respite care), same sex couples and caring professionals.

Grassroots campaigns aimed at recruiting Aboriginal and CALD carers will commence during the second wave.



Are there specific key messages that agencies should use?

ACWA’s key messages can be found on the campaign micro-site, which is hosted on its website, and agencies are encouraged to use them as a point of reference when developing their own agency and regional campaigns.


Is there an official campaign launch?

Yes. The campaign will be jointly launched by the Minister for Family and Community Services, Pru Goward, and ACWA CEO, Andrew McCallum on 30 May 2013 at Parliament House. AbSec, CREATE, agency representatives and current foster carers have been invited to attend. The launch will also involve a press conference in order to generate further publicity.


Find out more on Fostering NSW’s facebook page:




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