Behind Every Backpack Sept 2025

Fostering South West launches 'Behind Every Backpack' campaign to recruit new foster carers during back-to-school and university season.

Every child has a story — could you be part of theirs?

Campaign Objective

The Behind Every Backpack campaign aims to drive a measurable increase in fostering enquiries and applications, specifically targeting the “Parents of grown children” demographic. This group often experiences a shift in purpose and routine, making them more receptive to meaningful opportunities like fostering. This is traditionally seen during this calendar period. The campaign will leverage the emotional resonance of children’s stories and the symbolic imagery of a backpack to inspire action and connection. It taps into the symbolic moment of children heading back to school or university—a time that naturally evokes reflection, change, and a sense of transition for parents. This emotional window is ideal for introducing the idea of fostering.

Key Message

Every backpack represents a child’s journey — their hopes, challenges, and dreams. By becoming a local council foster carer, you can help shape the next chapter of that story. “Behind every Backpack” is more than just school and university supplies—it’s the experiences, emotions, and challenges that children in care carry with them. Foster carers can help ease that weight, offering stability, understanding, and the chance to fill that backpack with trust, hope, and belonging.

Campaign Period

1st – 28th September

This timeframe aligns with the back-to-school season — a period that naturally evokes reflection on childhood, parenting, and new beginnings. It’s also a peak moment for fostering interest, making it ideal for outreach and engagement.

Campaign Objectives

Primary Objective

Increase enquiries and referrals to local authorities, with a focus upon those matching our empty nest audience

Secondary Objectives

Raise Awareness - Increase visibility and understanding of fostering within key audience groups, particularly those who may not have previously considered it. This includes not only parents of grown children but also extended family members, community influencers, and professionals in education and care sectors.

Challenge Misconceptions - Address common barriers appropriate to key audience groups such as fears around age, lifestyle suitability, or perceived complexity of the fostering process. Through storytelling and real-life examples, the campaign will demystify fostering and highlight the support available.

Promote Local Council Fostering - Reinforce the value and impact of fostering through your local council. Emphasize the benefits of fostering with a trusted, community-rooted organisation, such as better training, local support networks, and a child-first approach.

Encourage Advocacy - Inspire current foster carers and supporters to share the campaign and become ambassadors within their networks, helping to amplify reach and credibility.

Target Audience Profile

Who are they?

Typically, individuals or couples whose children have grown up and left home, leaving them with an "empty nest." This group often consists of people aged 50 and above who are experiencing a new phase in their lives where they have more time, space, and often, a renewed sense of purpose.

What motivates them?

Desire to Nurture - With their children grown up and moved out, empty nesters often have a strong desire to continue nurturing and providing care.

Purpose and Fulfilment - Fostering provides a sense of purpose and fulfilment, helping them to stay engaged and active.

Giving Back to the Community - A desire to contribute positively to their community by helping children in need.

Utilising Parenting Experience - They can leverage their extensive parenting experience to provide a stable and loving home for foster children.

What are their barriers?

Energy and Physical Stamina - Concerns about whether they have the energy and physical capability to care for young or active children.

Financial Concerns - Worries about the financial implications and whether the fostering allowance will be sufficient.

Family Dynamics - Uncertainty about how fostering might affect their relationship with their adult children or grandchildren.

Adjustment to New Role - The emotional adjustment of taking on a parenting role again after becoming accustomed to an empty nest.

Availability of Spare Room – Whilst they have a spare room for portions of the year, this is not full time due to their child/children returning from university for breaks and the possibility of their return home after completing their studies.

Multi-Channel Approach

The 'Behind Every Backpack' campaign will run across multiple channels including social media, digital advertising, airport displays, and Spotify audio ads, ensuring the message reaches empty nesters wherever they are. A dedicated landing page provides detailed information about the fostering process and real foster carer testimonials.

Local Need The campaign comes at a crucial time when there is significant need for foster carers across the South West. Children in care deserve stable, loving homes, and experienced parents can make an enormous difference to their lives and futures.

How to Get Involved

Anyone interested in learning more about fostering is encouraged to visit [email protected] or call 0300 456 0120 to speak with the friendly fostering team. Information sessions are held regularly, and there's no obligation to proceed — the first step is simply finding out more.