Foster Care Nova Scotia
Helping Nova Scotians understand that fostering starts with simply being there for a child who needs support.
Client:
Province of Nova Scotia
Department of Community Services
Foster Care Nova Scotia needed to increase awareness of the growing need for foster parents across the province while helping overcome the fears and assumptions that prevent many people from considering fostering. The challenge was not only recruitment but shifting mindsets from “I couldn’t do this” to “maybe I can help.”
Services:
Strategy
- Insight Mining
- Research Group Facilitation
- Communications strategy
Identity
- Campaign development
- Creative messaging
- Digital advertising
- Content production
- Print advertising
The campaign creative centered around a simple but powerful message:
You don’t need special qualifications to foster — just compassion and a willingness to make a difference.
Stir worked with Foster Care Nova Scotia to map the foster parent journey—from initial awareness to the decision to become a foster parent. The strategy focused on breaking down emotional barriers and helping people understand that foster children need care, consistency, and someone willing to be there for them.
Designed for both province-wide awareness and localized recruitment efforts, the campaign allowed messaging to be tailored to specific communities where the need was greatest. By reframing fostering as something ordinary people can do, the campaign helped create a more approachable and human conversation around foster care in Nova Scotia.