TV personality Gemma Collins and her mother, Joan Collins, joined forces with the National Fostering Group to address a critical shortage of foster carers across the UK. The “Spare to Share” campaign highlights the pressing need for 12,500 new foster carers, a 14% increase from the previous year. With 26 million spare bedrooms in homes across England and Wales, the campaign calls on households to consider fostering as a way to transform a child’s life. For Gemma, this initiative is deeply personal, as Joan herself grew up in foster care, a stable and loving environment that shaped her life.
Challenge:
- Shortage of Foster Carers: With the demand for foster placements rising by 14%, there is a growing need for 12,500 new carers to provide stable homes for vulnerable children.
- Underutilised Resources: Although there are 26 million spare bedrooms across England and Wales, only 1 in 10 people with a spare room say they might consider fostering.
- Awareness and Perception Barriers: Many people mistakenly believe they are unqualified to foster due to age or lack of experience. The campaign emphasises that there is no upper age limit, training is provided, and fostering allowances average £24,500 per child per year.
Key Statistics:
- Foster Carer Shortfall: A 14% increase in foster placements is needed, translating to 12,500 additional carers across the UK.
- Spare Bedrooms: 26 million spare rooms exist in England and Wales, yet fostering consideration remains low.
- Financial Support: The average fostering allowance is £24,500 per child per year, aimed at offsetting costs and supporting families who open their homes.
Action:
The “Spare to Share” campaign, fronted by Gemma and Joan Collins, encouraged those with a spare room to consider fostering. Joan shared her own experience of growing up in foster care, describing how a loving home had a transformative impact on her life. Gemma expressed her pride in her mother’s journey and urged others to follow her example. The campaign underscored that fostering isn’t limited by age and that comprehensive training and support are available. Calls to action encouraged the public to connect with the National Fostering Group to learn more.
Results:
- Media Reach: The campaign received 41 broadcast opportunities with a total reach of nearly 28 million through platforms such as Good Morning Britain, BBC Radio, and ITV, spreading the message far and wide.
- Prime-Time Exposure: High-profile appearances, including multiple broadcasts on Good Morning Britain, amplified the campaign’s visibility and impact.
- Social Engagement: Social media mentions from major outlets like BBC News and Good Morning Britain further extended the reach, garnering over 16 million online impressions.
- Increased Interest in Fostering: The campaign inspired potential foster carers to explore fostering through the National Fostering Group, breaking down misconceptions about fostering eligibility and encouraging participation.
Key Takeaways:
The “Spare to Share” campaign, with Third City, spotlighted the need for more foster carers and encouraged the public to consider the life-changing potential of opening their homes. With nearly 28 million broadcast impressions and significant social media engagement, the campaign successfully raised awareness, addressed common fostering misconceptions, and offered a clear path to involvement. The campaign demonstrated how personal stories like Joan’s can inspire others to make a meaningful difference, helping the National Fostering Group work toward a future where every child has a safe and supportive home.
