Using Effective Storytelling in a Marketing Campaign on a Tight Budget

Challenge

Can we create a campaign with the small marketing budget of a local authority that competes with the bigger budgets of private agencies?

How do we appeal to the hearts of local people who have the capacity to foster a child, at a time of great demand.

Outcome

A heartwarming animation focusing on the story of a young boy and his hero – his foster carer.

Versions optimised for a range of viewing scenarios such as mobile-viewing and showcasing at networking events, to maximise the usage they could get from investing in this campaign.

Foster for Salford is a local authority organisation, part of Salford City Council. There is a very real need for more foster carers and adoptive parents in the area, and their mission is reaching the people who can help. Over course of month, I worked with them to produce this animation from start to finish, with emotional messaging and a clear to action.

UPDATE: Since Foster For Salford launched their targeted social media ad campaign, this video has had a staggering 50,000 full play-throughs so far, with a number of enquiries from prospective foster parents. The team and I are thrilled with this result and continue to monitor its success.