Changing the Conversation – Foster Care


A creative campaign using innovative technology to generate awareness within the community and highlight a confronting and underestimated issue in a positive way.

Brief

At ENGAGE we make a habit of trying new things.  When Fostering Connections approached us to create a brand activation and community engagement event for Foster Care Week we saw an opportunity to think out-of-the-box and, not only to design an interactive experience with multiple touchpoints but to place the activation in front of a new target audience.

The truth is, foster care suffers from widely-spread misconceptions with few people understanding the true reality of who can become involved in Foster Care.

To tackle these misconceptions and create a positive conversation about foster care we designed an online and offline campaign targeting a corporate audience.


Execution

Fostering Connections has been promoting Foster Care through traditional channels for some time with limited success. At ENGAGE, as one of Australia’s best experiential agencies, we pride ourselves on delivering meaningful activations with measurable outcomes that provide our clients with valuable data and insights to support their future marketing campaigns and strategies.

The activation was designed around four key elements:

  • An ‘always on’ innovative Augmented Reality experience for tenants to immerse themselves in with short 30 second videos highlighting the positive experiences of being a Foster Carer.  People were able to experience the videos in their own time and at their own pace.
  • A series of engaging and influential panel discussions with a variety of different foster carers, adults who had once been fostered children, different foster care agencies and other associated people.  This created an opportunity for people to interact and learn more about what is involved in becoming a Foster Carer.
  • A large custom-built mosaic wall with 500 interactive photo tiles that once completed at the end of the activation, presented a lasting message for all to consider, ‘Open your Heart, Open your Home’. Each photo tile had an image of current Foster Carers highlighting the diversity and demographics of Foster Careers.
  • Brand Ambassadors were on hand to engage with people, start the conversations through all the above touchpoints and provide further information as real-time feedback and insights

Result

‘Always On’ activation positioned in high foot traffic area with access to over 4,000 plus corporates daily over 5 days.

500 plus Mosaic Wall interactions and conversations

200 plus Augmented Reality views throughout the campaign

Numerous people wanting more information regarding Foster Care and even people signing up to become Foster Carers

Measurable data and insights to support future marketing campaigns and strategies. 


Videos (Click to view)



Gallery (Click to enlarge)

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