The Ministry of Welfare's social campaign "Give children a loving family!" with an invitation "Become a host family!

To promote public understanding of the importance of out-of-home care, as well as actively reduce the stigma and prejudice that still exists about children in out-of-home care and foster families, we implemented the social campaign “Give children a loving family!” with an invitation “Become a host family!” on behalf of the Ministry of Welfare.

This was the next stage of our 2024 campaign “Give children a loving family!”. The number of foster families, including host families, in Latvia is insufficient to ensure the care of all children in need in a family environment, and in 2024, host family status was granted to only 15 new families. That is why in this campaign we invited Latvian residents to become foster families, while highlighting host families and talking about both the benefits and potential challenges of becoming one.

When launching the campaign, we adapted the previously developed visual identity of the campaign and organized a widely attended media event, where we also presented the art installation “Welcomed” created in collaboration with artist Laura Juhņeviča – a visual symbol for the campaign’s main message, affirming that every child has the right to grow up in a loving family, and inviting families to open the doors of their homes and their hearts to children left without parental care.

During the campaign, we created two heartfelt videos and, in collaboration with the news portal “Delfi.lv”, developed three experience story articles, created a series of informative materials, including the conversation game “Myths and Truths about Out-of-Family Care”, implemented daily communication on social media and an advertising campaign on radio, digital platforms and social media. This allowed us to reach a wide target audience and significantly exceed previously predicted results. We also ensured media relations, reaching 77 publications.

During Latvian regional city celebrations, we implemented flash mobs and organized five events. At the end of the campaign, we created a cooperation forum “How to promote mutual cooperation in the field of out-of-home care?” with the aim of promoting cooperation between organizations involved in out-of-home care.