Lancashire County Council partnered with REGO Creative and the Regional Fostering Recruitment and Retention Hub to recruit more foster carers across the county.

The need is constant: children across Lancashire are waiting for a safe, loving home, and the council wanted more local people to see fostering as something they could do.

We showed fostering as a professional, achievable and respected role, using real carers’ stories and visibility in busy public spaces. Support, training and stability were covered openly.

The photography and film were shot with real carers and children in everyday settings, such as playgrounds, gardens and family walks, so the campaign felt warm and honest rather than staged.

A consistent visual style ran across bus, digital and social, with videos featuring real carers and placement outcomes such as siblings kept together and long-term placements.

Natural light, green outdoor settings and unposed moments gave the whole campaign a calm, welcoming tone that sits comfortably alongside the council’s own brand.

Bus advertising ran on high-traffic routes, supported by targeted Facebook and Instagram campaigns, search advertising, email sequences and landing pages built for conversion. We also handed the council’s team an organic content strategy and reporting.

Every channel pointed to the same clear next step, so anyone curious about fostering could find answers and make an enquiry in a few clicks.

The campaign raised real awareness of fostering and what the role involves, from the support and training on offer to the difference carers make. Enquiries rose as a result, bringing more foster carers forward across Lancashire.

Children have been placed in new homes, with sibling groups kept together. The campaign continues to run, with new carers’ stories added over time so the message stays fresh and local.