This month the team at Superdream Australia has been busy shooting a ‘social experiment’ to launch a marketing and PR campaign to raise awareness of the current foster care crisis in Australia and help children services firm Key Assets recruit new foster carers.
For this unique PR stunt, Superdream Australia teamed up with production company Light and Shade media to shoot a hidden-camera style social experiment with two child actors pretending to be lost in Brisbane’s busy Queen Street Mall. The team watched from a distance, capturing the public’s reactions to these lost children – would they approach the child in need or keep on walking? Individuals that approached the children to offer help were thanked and offered the opportunity to participate in a short interview, answering questions relating to the importance of caring for children and their understanding of foster care.
(image: https://www.superdream.co.uk/wp-content/uploads/2016/03/DSC_6913_1-1024×684.jpg alt: DSC_6913_1)
This campaign video will combine this footage with strong messages and supporting statistics that paint a troubling picture of the current state of foster care in Australia, calling out for those who can, to consider becoming foster carers. Viewers will be signposted to canifoster.com.au, a site providing important information about fostering.
PR Account Manager, Nicole Hope said: “It was thrilling to watch the idea come to life, and the interactions between the public and the child actors were more than what we could’ve asked for. One of the best interactions was when a 5-year-old girl in a tutu broke away from her parents and ran over to the ‘lost boy’ and asked if he was ok and if he had lost his parents.
“It was great to see such a mix of different people approaching the children and offering assistance. We couldn’t have captured a better result and we are very excited to see the impact it will have as it is shared across social media.
“In coming weeks we’ll be looking to use this social experiment to get people talking, securing coverage in a broad range of online and print media. The aim will be to leverage this social experiment with a lot of PR and media activity with coverage on a popular national current affairs program, as well as online and print media.”