LoveStrong

Edmonton is facing a growing shortage of foster homes as many long-term caregivers transition into new stages of life. After previous recruitment campaigns failed to resonate, and in some cases created negative sentiment among existing foster parents, the Government of Alberta and a coalition of foster agencies sought a new approach.

Rather than leading with recruitment messaging, we began by understanding today’s foster parents: who they are, what motivates them, and the strength behind their commitment. These insights became the foundation of the LoveStrong campaign. By putting real foster parents and their stories at the centre, we created a neutral brand and platform designed to inform and inspire prospective caregivers. The result was stronger engagement, increased agency inquiries, and a campaign foster parents felt genuinely represented their experience.