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Play a Part campaign keeps foster care front of mind

Play A Part campaign keeps foster care front of mind

Foster care is being kept front of mind, motivating new carers to apply to foster thanks to Fostering Connections’ Play a Part campaign.

The latest market research has revealed people who saw campaigns for foster caring were significantly more likely to consider becoming a foster carer in the future than those who had not seen any of the advertising.

Fostering Connections provides a critical service point for the recruitment of foster carers in Victoria. Its 2023 campaign promotes the benefits of becoming a foster carer and education on the many ways of being involved.

The research showed significant improvements in sentiment toward fostering, driving an 80 percent increase in traffic to the Fostering Connections website in the three-month period following the campaign launch.

Those who had seen this year’s campaign were significantly more likely to express interest in finding out more both now (55 percent) and in future (65 percent) than those who had not seen any ads (28 percent and 36 percent respectively).

Males who recalled seeing the advertising campaign were more than twice as likely to consider than males who did not (56 percent, vs. 18 percent).

Belief that the community should support children remains high, with 80 percent agreeing that the community should provide support to a child who can’t live with their family, yet only half of Victorians said they were prepared to step in and provide support.

Despite the positive sentiments around foster care, the number of foster care accreditation across Victoria has declined, dropping by 50 on the previous year to 308 new accreditations at the end of March 2023.

The research shows that cost of living is significantly impacting people becoming accredited carers, with 46 percent saying cost of living pressure would make it less likely for them to foster. Many thought they were too old (27 percent) or didn’t have enough time (18 percent). Another 14 percent said they didn’t want children, and 14 percent had their own children or grandchildren to look after.

The Centre CEO Deb Tsorbaris says consistent messaging around Foster Care is having cut through.

“Despite cost-of-living difficulties, Victorians are sympathetic to the plight of children and young people who are unable to live at home and believe the community has an important role to play.”


For more information about becoming a foster carer visit


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