Working closely with Lighthouse, we scripted the narrative and key messaging of the campaign. We then produced a three-part animation series to serve as the medium for this messaging. From a conceptual standpoint, our main objective was to accurately explain the program and its prerequisites for becoming a foster carer, so the first step was to fully understand what those things were ourselves. We needed to convey this in a way that was inclusive, inspiring and informative yet easy to understand.

The motif of ‘light’ was established throughout the series, conveying a sense of clarity, and as a connection to the brand. The concept of light guided the written and auditory tone of the campaign, highlighting aspects of community, opportunity, and the positive impacts of fostering a child.

By using animated characters, we were able to break the mould of what a traditional foster carer looks like. Not only was this a way to embrace the program’s diversity, but this allowed us to create an emotional connection to our audience while remaining sensitive to the stories and privacy of both the foster carers and children.