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BACK PAGE: Hound - Between the lines in the past week's media

1 min read
- Imagine you needed a foster family for an 11-year-old boy with a love of horses. Where would you advertise?

No contest, according to social workers at Blackburn with Darwen council in Lancashire, who were actually faced with the task.

"I asked around," said the lad's social worker Karen Wardle. "And it soon emerged that Farmers Weekly would be better than Horse and Hound."

Instead of looking for approved foster parents, she thought the best chance lay in reaching out to people in the farming community who might not have considered fostering before.

So that's what happened. Young "Bobby" was advertised next to ads for fertilisers and agricultural machinery. It worked.

But why the preference for the farming weekly rather than the upmarket readers of Horse and Hound? Is social class an issue here? Wardle is discreet but gives more than a hint: "Most of the enquiries have come from farming families who have lived through their own traumas, rather than from better-off families."

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