Fostering is often overlooked as a career path, with many people not seeing themselves as potential carers or being held back by myths around age and qualifications. Working with BBC presenter and care leaver Ashley John-Baptiste, we helped the National Fostering Group put fostering at the centre of the national conversation about purpose-led careers, showing how it could stand alongside the UK’s most respected professions.
Challenge
- A shortage of around 12,500 foster carers nationwide
- People with compassion, empathy, and problem-solving skills often do not see themselves as potential foster carers
- Misconceptions about age, experience, and qualifications discourage candidates
- Older generations value fostering more highly than younger ones, meaning younger career changers need inspiring
Key Statistics
- 27% of UK adults want to move to a purpose-led career
- 19% are actively looking for roles that make a difference
- 58% view foster care as one of the most meaningful jobs
- Admired professions: Nurses (75%), Paramedics (70%), Firefighters (68%), Teachers (64%), Foster Carers (58%)
- Commonly held skills: Problem-solving (54%), Compassion (52%), Empathy (51%)
Action
We positioned fostering within the broader debate on purpose-driven work and reframed it as a career move where everyday skills are vital. By tackling myths directly and showing that fostering comes with full training, 24/7 support, and a strong financial allowance, we widened the pool of potential candidates. Ashley’s personal story of how foster carers shaped his life added authenticity and emotional weight. Audiences were driven to an online quiz to explore their suitability for fostering, linking the campaign to direct action.
Results
- Coverage on UK Black, a key BBC programme reaching diverse audiences
- 329 media opportunities across national, regional, and commercial radio
- Total reach of 109.7 million
- Additional national coverage across Sky News Radio and Absolute
- Clear calls to action inviting listeners to explore fostering further
Key Takeaways
- Myth-busting messaging addressed misconceptions about age and qualifications directly
- Everyday skills were reframed as strengths for fostering
- Authentic storytelling created a relatable and emotional connection
- Media saturation positioned fostering as a credible, supported, and purposeful career option
