The campaign aims to raise public awareness of foster care and motivate potential foster carers to get involved. It particularly reaches out to women over 30 and sensitises them to the topic of foster care. The main role in the communication is played by a fictitious 8-year-old child – a representative of children with a difficult fate who are looking for a home, support and closeness. In simple and emotive sentences he expresses his desires without coercion or manipulation. The striking visuals along with the powerful statements naturally capture attention, evoke emotions and provoke thought.
The campaign’s visual style uses AI-generated photography depicting nannies with children of different ages, ethnicities and expressions. It intentionally reflects diversity without stereotyping. In the final design, overlaying faces with text emphasises the anonymity, equality and inner strength of the characters depicted.
Slogans are embedded in pencil-drawn bubbles that visually reference children’s drawings – a symbol of storytelling through the eyes of a child. The Impact font used enhances the expression of the campaign with its simplicity, thickness and emotional power.
