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Barnardos seeks to shed myths in search for foster parents

Barnardos Australia is aiming to dispel myths over who is suitable to become foster parents in a new campaign branded “count yourself in”.

The child protection charity said too many people rule themselves out of fostering children in the mistaken belief they do not fit the criteria.

It is now looking to overcome “conventional stereotypes and misconceptions” through a series of YouTube videos in combination with bus, petrol pump and shopping centre digital billboards, 30 and 60 second radio ads, online and print advertising. A section on its website has also been dedicated to the campaign.

Media agency Ikon helped with the placement on the videos which feature a same-sex couple, a younger alternative couple with tattoos, dyed hair and piercings, a couple in motorcycle leathers, as well as an older couple and a single person.

Barnardos will specifically target same sex media during the campaign, including advertising in the November-December issue of Lesbians On The Loose magazine to reinforce its 30-year policy of accepting foster carers who are gay, straight, single, de facto or married.

“We hope this campaign sends the message that Barnardos Australia needs carers from different walks of life, and that you could be exactly who we need,” Barnardos Australia chief executive Louise Voigt said. “It’s important to us that people understand that its not about what you look like, your age or your marital status. Foster caring is about having the right qualities to be able to provide a safe and stable home to a child in crisis.”

Ikon worked pro-bono on the project with MX Sydney, Val Morgan, Australian Radio Network, DMG Radio, Fairfax Digital and Yahoo7 donating media space.

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