Entropico produces foster care recruitment campaign

Creative company Entropico has helped the NSW Government Department of Communities and Justice (DCJ) launch a new landmark campaign, urgently calling for new foster carers.

Developed and produced by Entropico’s in-house creative team and directed by Genevieve Kaiser, the initiative seeks to shatter negative misconceptions about foster care and highlight the positive, two-way growth fostering brings.

The campaign, which forms part of the NSW Government’s record $1.2 billion investment in child protection, is designed to modernise the perception of foster care by showing that the experience is about the growth of the child, the foster parent, the family, and the wider community.

The need for foster carers in NSW is acute, with over 300 children and young people aged 1 to 17 requiring loving homes.

“Our mission with DCJ was to deliver a dignifying, positive message that speaks to hope and purpose,” says Entropico Founding Partner Erin Moy. “We wanted to move away from negative narratives, break down barriers, and show that becoming a carer is an act of communal growth and love, while educating our audience on the many kinds of foster carers needed across the state.”

Entropico's creative concept centres on the kitchen fridge front – the keeper of family life and milestones in Australian homes. The campaign narrates the journey of four new foster parents using a compelling time-lapse of their fridge front as a canvas for change and positive growth.

Entropico Creative Director Harri Dunwell explains: “We wanted our audience to see themselves in this campaign, and ask, ‘Could I and should I become a foster carer?’, and we recognised the fridge as the heart of the home – a relatable, universal anchor for memories. We start with a mostly empty fridge before a child arrives and watch it joyfully evolve, filling up with their artwork, school photos, awards, and family mementos. This evolution shows that fostering is a journey of purpose, love, and immense growth for both the child and the carer.”

“This is such a beautiful creative platform, and it was such a privilege to work on,” says Kaiser. “We wanted these to feel like honest, intimate snapshots of these families’ lives and there was so much love and attention put into crafting every minute detail of these four stories.”