Details

Coronavirus has been a reality check for everyone. While most of us have had to make changes to our daily lives, some families have had the extra challenge of looking after foster children during lockdown.

To coincide with Foster Care Fortnight on 11-24 May 2020, Belfast Health and Social Care (HSC) Trust joined The Fostering Network, the charity behind the UK wide campaign, to raise awareness around foster care, acknowledging the devotion of foster carers and the positive impact that they have on society.

What the campaign entailed:

Hoping to reach as broad an audience as possible, Belfast HSC Trust identified Reach’s mix of digital and print platforms and mix of reader demographics as the best combo to get their message out there.

Two foster care families, two compassionate stories on what family life has been like during lockdown - one message on the transformational power of fostering.

Each article was published on Belfast Live as well as that weekend’s Sunday Mirror newspaper (which has a readership of 148,000 – the most-read Sunday paper in NI)* The online versions were also promoted on our Facebook page and shared on Twitter and a half page advert in the Saturday edition preceded any editorial content to get the campaign underway. No digital display advertising needed!

*NI TGI 2019.

Results:

The two articles were viewed more than 12.7k times - 11.4k of those unique views! That’s 90% quality views, with readers spending on average 1 minute 20 seconds taking in the content. Each story was shared around 1,000 times directly from the website on to people's personal social media, demonstrating just how much this campaign resonated with our readers.

Facebook

  • link clicks = 12k+
  • reach = 187k+
  • engagement = over 10k

Twitter

  • link clicks = 292
  • impressions = 12k+
  • engagements = nearly 500

Meet the wonderful foster carers featured - the Lynch family and the Dickson family.