Hounslow Council has launched a bold new fostering campaign to encourage more people to consider becoming foster carers
This is highlighting how the role not only transforms the lives of children and young people but also enriches the lives of those who foster.
With the number of foster carers across the UK in decline, and younger generations often ruling themselves out before they’ve even explored the idea, Hounslow is taking a fresh approach. The new campaign, titled Grow in new ways challenges outdated perceptions of fostering by showing how people’s existing skills, experiences and values can make them ideal carers.
Councillor Samia Chaudhary, Cabinet Member for Education, Children, Skills, and Employment at Hounslow Council, said:
“Fostering is one of the most rewarding things you can do – giving a child safety, stability, and love at a time they need it most. But it’s also a journey of growth for carers themselves. This campaign shows that fostering isn’t about becoming someone new – it’s about bringing out who you are and discovering how much more you can give.”
Steven Forbes, Executive Director of Children’s and Adults Services at Hounslow Council added: “The new campaign highlights the benefits of becoming a foster carer for your local authority when we need them most. Our cared for children receive the best possible care in their local community and new carers will be fully supported by a dedicated team.”
The campaign has been developed in partnership with Eleven, a strategy-led creative agency that specialises in social impact campaigns. Using insight from local carers and residents, it focuses on a new audience – professionals, couples, and individuals over 30 who may never have considered fostering before, but are motivated by purpose, connection, and personal growth.
The creative centres around powerful imagery and a series of questions posed as internet searches including Fulfilment, Community, Growth and Belonging. These highlight how fostering not only supports children and young people to thrive, but also enables carers to build new skills, relationships, and confidence.
The campaign will roll out this month across digital platforms including Google Search and Meta, supported by stories from local foster carers and opportunities for residents to find out more about the process in an approachable way.
