Every year, Foster Care Fortnight generates around 700 pieces of media coverage – and we’re always thrilled to see celebrities and politicians from across the UK show their support for this important campaign.
This page is here to help fostering services and media teams plan their local media activity as part of their wider Foster Care Fortnight campaign.
As you begin thinking about your media and marketing plans for Foster Care Fortnight 2025, it’s helpful to take a moment to consider the following steps:
What would you like to focus on – recruitment or retention?
Recruiting more foster carers is a key goal for many services, but it can be challenging. It's not just about reaching the right people – it’s also about supporting them properly through the application process.
At the same time, recognising the foster carers you already have can be incredibly powerful. Whether it’s a heartfelt thank you, a thoughtful video, or a public shout-out, appreciation goes a long way.
If recruitment is your aim, think about how many foster carers you need to recruit during 2024, and how many enquiries you’re hoping to generate during Foster Care Fortnight.
Your service may already have projections for the year ahead – use this information to guide your media messaging.
What is your budget?
You don’t need a big budget to run a great campaign. Social media and local press are often free or low-cost options, and your current foster carers can be fantastic advocates.
Be clear about who you’re trying to reach and what your “ask” is. Having a strong case study (or two) can really help bring your message to life and show how fostering makes a difference.
Get your press office involved
Whether you have a dedicated press team or media is part of a colleague’s wider role, their media contacts and experience can really amplify your campaign.
We’ll be sharing a template press release ahead of Foster Care Fortnight that you can adapt to fit your local story, so let your press team know that’s on its way.
Do you have any inspiring stories of young people whose lives have been transformed through fostering? Or foster carers who say fostering has changed their own lives for the better? These make brilliant case studies.
Involve your foster carers
Foster carers are some of your best storytellers. They know the impact fostering has first-hand, and their voices are incredibly powerful.
With your full support, they can speak to journalists, take part in videos, and share their experiences with the public.
Here are some top tips for case studies:
- Check in after interviews to make sure they felt comfortable.
Start gathering stories early.
- Find a good variety of case studies across your region.
Offer stories that break the mould – like young or single foster carers.
- Make sure everyone is well-briefed and that journalists understand the importance of confidentiality.
Reach out early
Some local papers or magazines may be putting together Foster Care Fortnight supplements. These often include ads and editorial content. Sometimes editorial space is only available if you also advertise – but it’s still worth asking.
Even if you decide not to advertise, don’t hesitate to send your stories to the news desk. If you’ve looked at your previous campaign results and budget, you can decide what role advertising might play this year.
Please note: The Fostering Network doesn’t officially endorse any supplements. If a publication claims otherwise, just drop us a line at [email protected].
Creating a news release
News releases are a great (and free!) way to share your messages. Ahead of the campaign, we’ll send you a template press release and a sneak peek at our national story – all under embargo.
If you’d like to write your own news release, be sure to include:
. Clear, jargon-free facts and figures about fostering in your area
• Specifics about the types of foster carers you’re looking for
• Some FAQs to help explain fostering
• Case studies of carers or care-experienced young people who are open to media interviews
• A link to your campaign goals
• A quote from a local figure or celebrity, if possible
• Your contact details or those of your press office
Pitch features and articles
Think about asking a local features journalist to take a deeper look at fostering in your area. Case studies can really help bring the story to life.
You might also write your own article – explaining the need for more carers and how fostering changes lives.
Be ready for media interest
Even if you’re not running a big campaign this year, you might still get calls from journalists. Have some key facts ready, and make sure you’ve got spokespeople who are happy to talk to the media at short notice. These interactions help build strong future relationships.
If you’re a member of The Fostering Network and would like advice or support for your Foster Care Fortnight media work, just get in touch with us at [email protected] – we’re happy to help!
