OUR CHALLENGE

The Centre for Excellence in Child and Family Welfare approached PPR for their expertise to deliver a PR campaign to national media for Victoria’s Foster Care Week 2025.

Victoria’s Foster Care Week is an annual celebration recognising the vital role of foster carers in supporting children and young people and in 2025 ran from Sunday 14 to Saturday 20 September.

Carers contribute more than $400 million in volunteer time annually and save government over $200 million by preventing higher-cost placements. Without them, the social and financial cost would be far greater.

The 2025 theme ‘Time to Care’ celebrates the valuable time that foster carers dedicate to supporting children and young people and celebrates how much each and every one of those moments matter.

OUR RESPONSE

PPR proposed a campaign that launched Foster Care Week early and allowed the campaign to educate media and introduce them to Foster Care Week and The Centre.

This was followed by case study foster parents from across Victoria being offered for interview to statewide and local media to explain what being a foster carer involves and the rewards it offers.

The recipients of the 2025 Victorian Protecting Children Awards were also used for media interviews, alongside the CEO of The Centre and the various foster care agencies around the state.

OUR OUTCOMES

Vision and photos of the launch were sent to media across Victoria that were unable to attend on the day and this drove coverage in regional Victoria especially.

Opportunities to interview case studies were readily taken up as foster parents are the backbone of a campaign of this type and these powerful stories created extensive media coverage at all levels and of all types.

The CEO of The Centre and spokespeople from the various foster care agencies around the state provided expert voices and explained the important call to action alongside the case study stories.

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