Turning Apathy into Action
As lead designer, I spearheaded an awareness campaign for Cambridgeshire County Council that transformed indifferent attitudes around foster care into momentum. With over 670 children lacking homes, I harnessed the power of authentic stories to inspire action. Collaborating closely with Council marketers, our research uncovered barriers deterring participation. Spotlighting real foster parent voices proved key to awakening informed interest. Celebrating everyday heroes through vibrant designs confronting assumptions, we stirred self-recognition and emotional connections.
Insights
Dispelling Myths
Research exposed pervasive beliefs that the foster care process is long and strict, with many doubting acceptance of single or same-sex parents. Over half of residents showed interest but assumed ineligibility. Insights revealed misconceptions deterring action despite kids needing homes. Shifting attitudes meant navigating public misperceptions to inspire informed interest.
Personas
Diverse Voices
With research affirming multiple target groups for foster parent outreach, I led the development of two primary personas to anchor design decisions. Though distinct, Amanda and Leslie share core traits: compassion, openness to fostering, and self-imposed barriers stemming from misconceptions. To reach them, I advocated for a design direction celebrating diverse foster families. Portraying relatable single, LGBTQ, and unconventional parents as successful would organically disprove notions of exclusivity. Radiant imagery and meaningful quotes aimed to strike universal chords of family, support, and connection.
Concept
Memories in the Making
To reach our target audience, I advocated for a design direction celebrating diverse foster families through the lens of "A Nostalgic Future." This concept evokes the idea that by fostering, individuals can help create warm childhood memories that shape brighter futures. Accompanying quotes and stories further reinforce the message that fostering is a profound opportunity to contribute directly to a child's future wellbeing and happiness. By reframing fostering as a way to build a better tomorrow through love and stability, this concept aimed to inspire viewers to see themselves as potential memory-makers.
Visual Direction
Double Exposure = Timeless Reminders
Seeking visuals equally bold as the question posed, I conceived a double exposure style spotlighting foster parents against poignant memories symbolizing childhood joys cared for. This aesthetically arresting format aligned seamlessly with campaign themes of nostalgia and celebration of lives transformed by selfless guardians. Showcasing these visuals in public spaces aimed to jolt audiences from indifference, drawing focus to evaluate perceptions. The arresting double exposures reflect deeply on origins and futures to invite similar self-contemplation on participating in a community calling.
Outcome
Confront Myths
The final design boldly showcases foster parents spanning diverse situations seldom publicly conveyed. Their pride and authentic quotes confront limiting stereotypes to awaken informed action. Seeing the joy and accessibility fostering brought them facilitates self-recognition for audiences to confront their own lingering doubts. Trading assumptions for empathy, their confident question reshapes perceptions.
