Case Study

Five Rivers Child Care: New Year New Career

The number of children needing foster care in the UK has risen by 36% in the last year alone. With many people rethinking their careers as a result of the Covid-19 pandemic and looking for a more fulfilling vocation at a different pace from the traditional nine to five, we launched a campaign with our client, Five Rivers Child Care, and its partner agencies, to encourage people across England to consider a rewarding career in fostering.


  • Encouraging people to consider fostering as part of their new year career assessment, or a change in their employment situation as a result of the pandemic.
  • Secure coverage across print, online, broadcast and social media to target prospective carers.
  • Raise the profile of Five Rivers Child Care and its partner agencies as the preferred fostering agency in their area.
  • Boost foster carer recruitment.

pieces of print, broadcast and digital coverage regionally and nationally
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Content from the Campaign

With the aim of boosting foster carer recruitment and raising the profile of Five Rivers Child Care and its partner agencies, our New Year New Career campaign involved:
  • Regional and national recruitment campaign press releases including Ranstad UK and Aviva report/survey stats demonstrating the rise in employees looking for careers that involve helping others and that offer stability, for each town, city or region we were targeting. Each story highlighted the benefits of flexible working and security that fostering provides to capitalize on the new year career re-think.
  • Case studies sharing the stories of foster carers who changed career paths to become foster carers. From former xx and xx, the stories showcased the variety of experience and how rewarding a career in foster care is.   
  • Coverage in Pick Me Up Magazine, on BBC Radio Wiltshire, Teeside Live, Free Radio Birmingham, in the Swindon Advertiser, in the Express and Star, The Echo Basildon, The Leader and Mumsnet Twitter, to name a few.
  • 53% of coverage secured was online, 28% in regional newspapers, 11% on radio and 8% on social media.
  • The campaign fulfilled its ultimate objective – increase in carer enquiries – and as a result, we generated 8 tracked calls to Five Rivers Child Care’s enquiries team looking for more information about fostering