Key Assets Australia – ‘Can I Foster?’ social campaign
Making an impact in the Australian foster care crisis. Over 167 million impacts to be precise.
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: