Fostering with Battersea

Integrated recruitment campaign

A woman sits beside a green armchair, gently stroking a tabby and white cat curled up on the cushion, in a living room with bookshelves and houseplants

Overview

The recruitment campaign responded to a shortage of experienced animal foster carers able to take on complex cases, particularly during holiday seasons. It aimed to increase quality applications by repositioning fostering to new audiences as an accessible and rewarding way to support animal welfare.

Key responsibilities

  • Developed creative concept for campaign

  • Refreshed photography to represent a wider range of foster carers, animals and environments

  • Streamlined web copy to remove barriers to application

  • Created new written and video case studies to bring the fostering experience to life

Impact

  • Increased dwell time on fostering webpages, reflecting relevance and usefulness

  • Campaign generated over 400 applications, 67% over delivery target

  • Improved shortlisting rate, indicating higher-quality applications

Side by side photos of a black and white cat next to her sleeping kitten on the left; and a close-up of the wide-eyed tabby kitten sitting on a blanket on the right 
Read Kuddu's story
Two brown puppies with white markings curled up asleep together in a grey dog bed, nestled against a pink and gray crocheted blanket 
Read Armstrong and Joe's story
Previous

Together for a Stronger Society
Next

Reports and Publications