Be the village
- Client
- Lutheran Care
- Deliverables
- Digital
- Media deployment
- Photography
- Pre-post production
- Social media
- TVC
Challenge — The foster care system is facing a crisis with a decline in carers. SA’s rate of children needing care is 40% higher than the national average. WO needed to clarify misinformation about fostering and raise awareness of available support to attract prospective carers.
Parts of the TVC were filmed during the day, and professionally colour graded in-house to appear as twilight.
Strategy
The campaign drew inspiration from the proverb “It takes a village to raise a child,” emphasising the supportive network vital to fostering. It launched with a TVC depicting a foster mother and child climbing a mountain, meeting the grandmother who fostered her, illustrating how generational cycles can be broken with community support.
Supporting social content featured interviews with current specialist carers sharing their experiences with Lutheran Care. With a limited budget, WO secured a month-long advertising burst on Seven, Nine, Kayo, and BVOD, with extra bonus spots provided by the networks.
Three follow-up TVCs showcased diverse and optimistic foster families, further reinforcing the “Be the Village” theme.
WO scouted a combination of distant scenic locations to emulate the journey up the mountain.
Outcome
The campaign established Lutheran Care as SA’s fastest-growing foster care provider and a leading agency in the state. The campaign achieved 3.5 million social media views, resulting in a 472% increase in traffic to their landing page. Over 15 months, it generated 200+ inquiries, with 68 households attending information sessions. The campaign led to 23 active assignments and registrations, with an 18% conversion rate, significantly above industry standards.
The success of the original TVC resulted in the extension of the campaign across three different ads.
