Advertiser: Foster for East Midlands – Derby City Council
Campaign Dates & Duration: May 2024, September 2024, and January 2025
Foster for East Midlands launched as a new brand representing four local authorities across Derbyshire and Nottinghamshire, with the goal of increasing awareness and recruiting more local foster carers.
The key challenge was to establish visibility and credibility in the region.
Alight used DOOH to ensure high local visibility and delivering targeted messaging to relevant audiences. This activity complemented other marketing channels, including traditional OOH, digital paid campaigns, organic social, and print ads in local magazines. By leveraging digital OOH boards, the campaign provided strong coverage and reached audiences in everyday environments.
The campaign successfully boosted brand awareness, with word of mouth becoming a valuable indicator of impact. Many potential foster carers approached the service after seeing the campaign and specifically referenced the advertising in their conversations.
The key challenge was to establish visibility and credibility in the region.
Alight used DOOH to ensure high local visibility and delivering targeted messaging to relevant audiences. This activity complemented other marketing channels, including traditional OOH, digital paid campaigns, organic social, and print ads in local magazines. By leveraging digital OOH boards, the campaign provided strong coverage and reached audiences in everyday environments.
The campaign successfully boosted brand awareness, with word of mouth becoming a valuable indicator of impact. Many potential foster carers approached the service after seeing the campaign and specifically referenced the advertising in their conversations.
"The Alight Media team were supportive throughout, ensuring our targeted audience was delivered to through digital OOH boards. Their approach helped us establish Foster for East Midlands as a new brand in the community, and we’re already seeing positive conversations with potential foster carers as a result."
Foster for East Midlands
