The national recruitment campaign, the first of its kind in England, aims to demonstrate that the role of a foster carer primarily involves everyday acts of care, such as assisting with homework or sharing meals. It also seeks to address common misconceptions that might deter individuals from applying, such as beliefs about income, home ownership, or relationship status.
Research indicates that while many people feel they could be good foster carers, practical barriers and self-doubt prevent them from pursuing it. Official figures reveal a 12% drop in the number of foster carers across the country between 2021 and March 2025, while the number of children in care has risen by nearly 20% over the past decade.
The campaign reassures potential carers that comprehensive training, guidance, and ongoing support are provided to build the necessary skills and confidence. It encourages anyone considering fostering to seek more information before dismissing the possibility.
Cllr Adam Price, Medway Council’s Portfolio Holder for Children's Services, stated: “I’d urge anyone who’s ever felt they might like to foster, but thought they didn’t qualify, to look into the available opportunities. The most important aspects to good foster care are things you’ve probably done countless times before, whether it’s cooking a meal, chatting to friends about everyday problems, reading a book, or having a kickabout in the park – all of these things can help children feel safe, supported and settled, and make a lasting difference to a child’s life.”
The campaign emphasises that fostering may be more accessible than individuals assume. Prospective carers are encouraged to visit fostering.campaign.gov.uk to learn more about fostering and its potential in their local area, using the postcode checker to find their local fostering service. Further information is available at Medway.gov.uk/fostering.
