You Be You – Anglicare Southern Queensland revamps foster care with new dedicated brand
You Be You – Anglicare Southern Queensland revamps foster care with new dedicated brand
Anglicare Southern Queensland has launched a new look standalone foster care recruitment brand You Be You, Helping Them Be Them.
With new inclusive and vibrant creative, the brand is a departure from the Anglicare parent brand look and feel, a move specifically made to elevate foster care recruitment for the organisation synonymous with aged care.
“We’ve been recruiting foster carers for more than 25 years and we recognise that Anglicare is not top of mind when it comes to fostering. A new dedicated campaign and sub brand will help us connect to more potential foster carers who may not have engaged with us as Anglicare,” Anglicare’s Head of Marketing and Communications Amy Lee-Hopkins said.
The new creative and brand aims to remove the perceived barriers and difficulty around foster care and resonate with more people who have never considered foster care before.
“The brand focus is on you just need to be you and have a passion to make a difference in a child’s life. By being yourself, it encourages the child to be themselves and thrive in a safe and stable home.
“There is no one size fits all for foster carers or children in care and we really wanted to make it clear that just showing up and committing to helping a child is all you need to start your foster care journey.
“Unfortunately demand for carers is constantly rising, which means more children need help and we need to reach new people to consider foster care and remind them that fostering is not about changing or transforming, it’s about helping kids be safe to be who they are,” Ms Lee-Hopkins said.
Anglicare worked with impact strategists spur: on the strategy and campaign and produced the creative in house.
Directors of spur: Lee Crockford and William Smith-Stubbs, said they jumped at the chance to work on such an impactful project.
“There are few topics more important to tackle, than the wellbeing of children. When Anglicare asked if we’d take on the challenge, it was a no-brainer,” said Mr Smith-Stubbs.
Mr Crockford explained their approach, “We built the behavioural strategy by studying what motivates or de-motivates people in becoming carers. It was a long journey, and we’re incredibly proud of how it came together.”
“There’s still a lot more on the cards for You Be You. We can’t wait to see it grow and watch the impact it has across the state,” added Smith-Stubbs.
An Aboriginal and Torres Strait Islander advisory group was formed to co-design creative specifically to recruit Aboriginal and Torres Strait Islander foster and kinship carers.
“We recognise the best place for Aboriginal and Torres Strait Islander children in care is to stay with kin, and You Be You is committed to reflecting our commitment to Indigenous children,” Ms Lee-Hopkins said.
You Be You has launched with a new website, digital and print advertising, with an integrated above the line campaign planned for early 2020.
