A foster family recruitment campaign with a two-pronged strategy. On one hand, raising Quebecers’ awareness of the important role that foster families play in society, especially in a foster child’s development. This aspect of the campaign aims to demystify foster families in Quebec and to shed light on the reality as seen “from the inside.”

On the other hand—aside from just being an information campaign—the project has a concrete objective: to make it easier to become foster parents. Each of the sixteen youth centres around the province is runnng the campaign using posters, customized brochures, print and Web banners, and newspaper ads—a mighty arsenal of tools to meet the centres’ every need.