Foster Wales, the national network of 22 Welsh local authority fostering teams, hopes the campaign will help recruit at least 800 foster families by 2026 to address the shortfall between the number of children in care and available foster carers.
The campaign – called “Bring something to the table” – will share the experiences of foster carers and highlight the difference they make to vulnerable children’s lives.
Adverts will run on TV, streaming, radio and digital services and have been designed following consultation with carers, children’s services professionals and care-experienced young people.
Currently, Wales is in the process of a whole system change for children’s services. The changes proposed in the 2021 co-operation agreement between the Welsh government and Plaid Cymru made a clear commitment to “eliminate private profit from the care of looked after children”.
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