Lighthouse Foundation has joined forces with ADZ Collective, to help creatively launch their new approach to foster care – a highly innovative model providing tailored and continuous support to foster families in Northern Melbourne.
An advertising campaign has been devised to promote the new foster program aiming to recruit Carers for children in need of safe homes. The proposition for the campaign exists in instilling confidence in potential foster carers showcasing Lighthouse’s unique therapeutic approach and support system asking consumers to ‘rethink foster care’. The campaign messaging aims to normalise the idea of foster care helping to remove negative stigma or uninformed notions surrounding it.
Developed from the charity’s proven, trauma-informed Therapeutic Family Model of Care, Lighthouse Foster Care model is focused on building capability and capacity in foster parents and families.
At the centre of the program is the establishment of Lighthouse Foster Hubs – a purpose-built space to facilitate therapeutic support and holistic care for children, carers and siblings. A place for the local fostering community to come, connect, reflect and grow together. Unlike other models, Lighthouse Foundation’s unique way of caring supports the families by creating a community around them, offering 24-hour support to both child and carer.
The ‘Rethink Foster Care’ campaign executed by ADZ Collective is a core part of the business’ Corporate Social Responsibility Policy, where they are proud to provide ongoing, creative direction, support and messaging, enabling Lighthouse to execute across donated digital and out-of-home advertising space provided by realestate.com.au and QMS Media. Everything for the campaign has been donated pro bono by these generous companies with photography also captured for free by talented local photographer, Marie- Luise Skibby. The campaign commenced in late December, continuing throughout the holiday season and into the new year.
Says Hugh Baulch, general manager, ADZ Collective: “We are very proud to assist such an important not for profit organisation who are truly making a difference in the realm of youth homelessness. Informed by the important work that Lighthouse Foundation is doing, we hope that this campaign reaches as many people as possible and makes people reflect, reconsider and rethink foster care.”
Says Susan Barton AM, founder of Lighthouse Foundation: “The creative team behind this campaign have worked diligently to bring to life Lighthouse’s new foster care model in a meaningful and engaging way. To have the talents of a professional and passionate group of people across a range of organisations is a true joy to experience. It truly takes a village to raise a child and we are extremely grateful to have this essential support. Without this help we wouldn’t be able to promote our good work this far.”