For Fostering in Somerset, we continue to deliver a long-running, multi-channel campaign designed to build awareness, change perceptions and drive enquiries over time and not just short bursts of activity.
So far we have produced 12 broadcast-quality videos, supported by a full suite of digital, print and out-of-home materials, including posters, brochures and bus shelter advertising. Alongside this, we developed out-of-the-box engagement ideas such as story-writing competitions and “find the pebble, win a prize” sticker campaigns, helping the message travel further into the community.
By combining TV, video, OOH, digital and creative engagement ideas under one strategy, we helped keep fostering front-of-mind across Somerset, with consistent messaging, strong emotional impact and measurable reach.
The Fostering in Somerset campaign was recognised as Highly Commended Campaign of the Year at the Local Government Chronicle Awards 2022 — one of the most respected awards programmes in UK local government.
The LGC Awards celebrate excellence across councils nationwide, recognising work that delivers genuine impact, value for money and measurable outcomes for communities. Being Highly Commended places a campaign among the very best in the country, judged by senior figures from across the public sector. For a recruitment and behaviour-change campaign to be recognised at this level underlines both the creative quality of the work and its real-world effectiveness.
Since launch, Fostering in Somerset has grown into a recognisable and trusted brand, with successive campaigns building familiarity, confidence and understanding over time. Rather than relying on one-off bursts of activity, the work has focused on consistent messaging, emotionally intelligent storytelling and clear calls to action.
Crucially, the campaign has contributed to increased recruitment of local foster carers, helping Somerset Council reduce reliance on external agency placements. This not only supports better outcomes for children — keeping them closer to their communities — but also delivers significant long-term value by reducing placement costs. It’s a clear example of how well-planned, well-executed communications can support strategic objectives as well as human ones.
Advertising IQ is a creative advertising agency delivering strategic, high-quality campaigns across TV, video, animation and digital media.
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