LoveStrong

The City of Edmonton is currently facing a decline in foster care homes as long-term caregivers are starting to transition to new phases in their lives. After previous attempts to entice foster parents fell flat or caused negative sentiment among current foster parents, the Government of Alberta and a group of foster agencies in Edmonton reached out to us to try something new. In order to not make the same missteps, we took the opportunity to understand exactly who foster parents are today and what drives them. Their love and strength became the foundation of the LoveStrong campaign.

We knew in order to reach potential foster parents, and break the myths around the subject we had to put the foster parents front and centre, so they can see themselves in the stories of these caregivers. We created a neutral LoveStrong brand and platform to help guide, understand, and inspire potential caregivers, without an agenda. Videos, social content, and out-of-home assets all drove to a website so those curious could keep reading and learning the stories and the need for caregivers. The result… higher inquiries into caregiving from an agency and governmental level and foster parents that finally feel represented accurately.