Lonely kid in a shopping mall makes 167 million people sit up and take notice.

Key Assets recruits foster carers. Awareness of fostering in Australia is low with with 47% of people saying they knew ‘little or nothing’ about foster care. Mass education required. 

Hidden cameras in Australia’s biggest pedestrian mall recorded reactions to a lone child in the middle of the weekend hubbub. We turned up the noise with PR and advertising driving leads to a purpose-built microsite.

Over a four week period, the impact was startling:

  • Over 167 million online impressions;
  • Across 13 countries;
  • 1,311 inquiries.

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