Sector: Public Sector
It was important that the campaign engaged the audience to show that they have the carers’ best interests, as well as the children’s, at heart. This was conveyed by the headline ‘We all care’.
The overall concept takes on a more playful approach to the sensitive subject matter by using children’s teddy bears and a doll teamed with rounded typography to set a soft and caring tone. This adds personality, making it clear and informative, without being too formal. The addition of soft speech bubble shapes pull out the key information and benefits of council support in fostering arrangements, ensuring that the audience is motivated to get in touch.