Churches of Christ in Queensland had an existing campaign in the market targeting potential foster carers, but felt that it could perform better, and had approached us to evolve it for them. The original concept was based around the brand thought of “You have some good worth sharing”, which was aimed to target people who have had a good life and are ready to give back.
We were asked to revisit the campaign to focus more specifically at the Aboriginal and Torres Straight Islander communities of Queensland and to increase the percentage of Aboriginal and Torres Strait Islander foster carers across all Church of Christ Queensland services.
When taking on this challenge we were very aware of the existing campaign, which had only been in the market for a short time. We needed to ensure that there was still a continuity from the previous campaign, and that we didn’t through the baby out with the bath water.
We started with evolving the original brand thought and have come up with ‘It takes a community…”, referencing a familiar phrase. The headline and supporting copy goes direct into the issue we’re trying to engage our potential foster carers on and we use the word “community’ to support the connection with Indigenous people.
Visually, we’d also incorporated the existing ‘String Game’ artwork created by Gilimbaa specifically for Churches of Christ in Queensland, which allowed us to create an even more targeted message.