The Ministry of Welfare’s social campaign “Give children a loving family!”

To encourage people’s willingness, understanding, and ability to become foster families while emphasizing the role of a family and every child's right to grow up in one, the Ministry of Welfare launched the social campaign “Give children a loving family!”. The campaign aimed to reduce the number of children in institutional care by inspiring the public to become foster families, guardians, or host families and to challenge prejudices against children who have lost parental care.

In collaboration with the creative agency “Colortime”, we developed the campaign’s visual identity, informational and design materials, as well as a digital roadmap for the Ministry of Welfare’s website, including an online application form for potential foster families. Heartwarming videos featuring personal stories and a podcast series titled “The power of loving family” were created, showcasing the experiences and daily lives of foster families, children raised in them, and out-of-home support centers.

Additionally, we managed media relations, resulting in over 70 publications. Daily communication on social media platforms was maintained, accompanied by a digital and social media advertising campaign. In partnership with the portal “Delfi”, we produced three in-depth articles highlighting the stories of foster families, young people raised in these families, out-of-home care support centers, and other experts in the field.

To raise awareness of the vital role of foster families, provide more information on obtaining foster family status, and share details about available support in various regions of Latvia, discussion events were organized for families in Riga, Bauska, Daugavpils, Valmiera, and Kuldīga. These events brought together experts, current foster families, and prospective ones. The campaign concluded with a heartfelt event in Riga, attended by representatives of the Ministry of Welfare, members of foster families, media, and musician Kaspars Zemītis. The event was broadcast live.