Manchester agency Creative Concern has been appointed to come up with a marketing campaign to help recruit more foster carers in the north west of England.

The Manchester agency says it came through a competitive pitch and beat off more than 35 agencies* to win the campaign contract on behalf of 23 north west local authorities.

Cumbria, Cheshire, Lancashire, Greater Manchester and Merseyside authorities have teamed up to try to encourage more people into fostering. There is a shortfall of more than 8,000 foster carers in England.

Creative Concern has been briefed to create a standalone identity for the campaign that must be independent of fostering agencies and local council brands.

The agency will then produce a TV ad, design and build a website, create printed marketing materials and provide PR support for the launch and beyond.

Chris Dessent (pictured), managing director of Creative Concern, said:  “Our approach is to put the foster carer, rather than the child at the centre of the campaign. We are stressing the benefits and flexibility of fostering in order to attract new audiences to consider fostering.

 “Our campaign aims to shatter a few myths about fostering and craft a brand of warmth, desirability and relevance to potential foster carers that will reach out to people of all backgrounds, cultures, religions and lifestyles.”

The campaign will be launched in October and will run for at least six months.

Judith Longhill, chair of the North West Local Authority fostering group, said: “This is a really exciting project for local authorities in the north west , as it’s the first time we’ve collaborated on a project of this scale.

"We’re looking forward to working with the agency and getting the campaign rolled out.”

*Edit: Creative Concern has now clarified that this was a 35 agency competitive tender.