What at first seemed a tricky brief was unlocked during research with existing foster carers. When asked what had made them decide to foster in the first place, all said it's something they knew that they'd always do. It was almost pre-destined.

 

We decided to create a hard-hitting TV ad from the perspective of the child who was waiting to be fostered. He (boys had demonstrated having greater advertising appeal than girls for the Kibble) would speak directly to camera, delivering a short, blistering poem challenging prospective parents to make the move towards fostering. They already knew they'd foster at some point, so why not today? He was ready and waiting.

 

The beat poetry idea came from the burgeoning rap scene among young males in the west of Scotland at the time. We amplified key words and phrases for our audience by projecting them onto our young actor's face.

 

 

 

SCRIPT

 

"I’ve been name-called and shouted at. Kicked at and spat.

Told I was worthless.

But you won’t do that.

 

"You’ll show me a family. Belonging that’s real.

I’m tough - but I’m frightened.

You’ll help me to heal.

 

"Each day that goes by is another alone.

I’m here and I need you;

Make your house my home.

 

"You’ll foster at some point, you already know.

So, make it today. I’m ready to go."

 

 

 

 

 

 

 

The advert originally screened during the Coronation Street advert break, and generated a 900% increase in foster leads for Kibble.