Foster a Future is part of Newcastle City Council Children’s Services Directorate. Its aim is to recruit, train and support foster carers to look after children and young individuals who, for whatever reason, are unable to live at home. In the past Newcastle City Council had tried a variety of advertising mediums, ranging from outdoor media to radio and press, but it was found that TV was by far the best response method..
- The main focus of the campaign was to increase awareness of the need for foster carers in Newcastle
- To challenge perceptions of what is required to become foster carers
- To establish a brand identity
- To reach a wide variety of people and encourage more foster carers
- It is only possible to become a foster carer through Newcastle City Council when you live within a 50 mile radius of the city. Therefore running a commercial on the Pontop Pike region was hugely beneficial as it meant no wastage was incurred.
- The campaign aimed to target a broad range of audiences, mainly 34-54 adults but also smaller segments as almost anybody of any age can become a foster carer.
- There was a huge increase in telephone calls after the commercial was aired.
- During the process of becoming a carer, callers to the foster service were asked their opinion on the Foster a Future campaign advertising.
- The research found that in comparison to other media used, TV was found to elicit the greatest recall.
- Respondents said they could remember the essence of what the advert was trying to achieve, demonstrating TV’s impact and ability to create awareness.
- Since starting TV advertising with ITV1 in 2007, Newcastle City Council have gone on to book campaigns in 2008, 2009 and 2010.
As we have already advertised on TV we knew the response levels would be great. We knew TV was the best medium to make sure as many people as possible saw our ad. Advertising with ITV1 allowed us to target the Pontop Pike region specifically. This was perfect for us as there would be no point in advertising outside the 50 mile radius of the city. Buying just this particular region was ideal as it meant we could reach a large volume, with minimal wastage.
We were happy with the price as it was very acceptable for the results we achieved with the TV campaign. I am sure we will continue to advertise with ITV in the future.
Sharron Hegarty, Senior Marketing Officer, Newcastle City Council