The Department for Education's new campaign, supported by Foster for East Midlands Councils, aims to recruit more foster carers by demonstrating that many individuals already possess the qualities needed. The initiative highlights how common actions, such as helping with homework or sharing a meal, can provide children with safety, support, and stability.
The campaign, backed by Derby City Council, Derbyshire County Council, Nottingham City Council, and Nottinghamshire County Council, seeks to address misconceptions that may prevent people from fostering. Research indicates that a significant number of people mistakenly believe foster carers must earn above a certain income, own their home, or be married, despite feeling they could be good carers if these perceived barriers were removed.
Official figures reveal a 12% drop in foster carers across England between 2021 and March 2025, while the number of children in care has risen by nearly 20% over the past decade. The campaign stresses that training, guidance, and ongoing support are available to help aspiring carers develop the necessary skills and confidence.
The initiative also aims to counter the belief that fostering is incompatible with full-time work or requires previous childcare experience. Examples from the East Midlands, such as Dianne from Derby, who has been fostering for eight years, and Nikki, who fosters with her husband, demonstrate how people from diverse backgrounds successfully combine fostering with everyday family life.
Councillor Paul Hezelgrave, Lead Cabinet Member for Fostering for the East Midlands, emphasised the vital role foster carers play and encouraged those who have considered fostering to learn more. Children's Minister, Josh MacAlister OBE MP, added that fostering changes lives for both children and carers, and the campaign aims to open up fostering to ordinary people with the right values and commitment.
The campaign also highlights that awareness of the scale of fostering need remains low, with many people unable to estimate the number of children in foster care. Interested individuals are encouraged to visit fosterforeastmidlands.org.uk or fostering.campaign.gov.uk to find out more.
