WA foster care campaign embraces the Beyond 3% initiative for meaningful indigenous engagement

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WA foster care campaign embraces the Beyond 3% initiative for meaningful indigenous engagement

A new foster care campaign in Western Australia is making waves, not just for its heartwarming message, but for its groundbreaking approach to inclusivity. Recognising the critical need for Indigenous foster carers and ensuring genuine and meaningful inclusion, the campaign has partnered with a range of Indigenous media organisations, including National Indigenous Television (NITV), to ensure culturally sensitive messaging reaches Indigenous communities. This strategic investment approach signifies a commitment to the Beyond 3% initiative and marks a significant step towards addressing the over-representation of Indigenous children in out-of-home care and fostering a more equitable system.

 

The Beyond 3% initiative challenges brands and organisations to go beyond the bare minimum when engaging with Aboriginal and Torres Strait Islander communities. With Indigenous Australians representing over half of children in out-of-home care in WA, this campaign acknowledges the crucial need for representation that reflects reality. By investing over 50% of the total budget into Indigenous media, the campaign ensures that its message reaches the right audience through trusted and culturally relevant platforms.

Emily Whyte, Business Manager and RAP Committee Chair at Initiative Media, said: “This campaign goes beyond simply ticking boxes. By dedicating budget to NITV alongside investment in other Indigenous media outlets we’re demonstrating a real commitment to the Beyond 3% initiative. We’re ensuring authentic Indigenous voices are heard, fostering trust within those communities, and ultimately driving meaningful change in the lives of Indigenous children.”

This commitment to authentic engagement is further demonstrated through the campaign’s partnership with Lisa, an Indigenous foster carer working with Western Australia’s Department of Communities. Lisa’s story, featured prominently in the campaign, provides powerful and relatable insight into the rewards and challenges of foster care from an Indigenous perspective. By sharing Lisa’s experiences, the campaign tackles sensitive subjects with respect and authenticity. Guided by the expert knowledge of Aboriginal Community Controlled Organisation (ACCO) leaders in culturally appropriate communication, the branding and messaging have been adapted to strengthen connections with culture for Aboriginal children.

“This campaign directly addresses a crucial barrier to Indigenous participation in foster care: the need for culturally sensitive support and resources. Historically, the foster care system has often failed to adequately address the cultural needs of Indigenous children and families. By partnering with Indigenous media and featuring Lisa’s story, this campaign aims to rebuild trust and demonstrate a genuine commitment to understanding and addressing the unique needs of Indigenous communities,” says Claire Harris, Director of Communications, Department of Communities.

Beyond its focus on Indigenous communities, the campaign seeks to raise awareness about foster care across Western Australia, particularly among individuals aged 45-64. By showcasing the positive impact foster care has on children’s lives and addressing common concerns potential carers may have, the campaign aims to inspire a new generation of foster parents from all backgrounds.

This multifaceted approach, combining targeted outreach to Indigenous communities with broader awareness-building efforts, positions the campaign as a potential turning point in the Western Australian foster care landscape. By prioritising inclusivity, cultural sensitivity, and embodying the principles of the Beyond 3% initiative, the campaign not only aims to increase the number of foster carers but also to create a more equitable and supportive system for all children in need.

The campaign’s success will be measured not only by the number of enquiries it generates but also by its impact on fostering a more inclusive and understanding environment surrounding foster care in Western Australia. By shining a light on the importance of cultural sensitivity and Indigenous representation, this campaign serves as a powerful example for other regions seeking to create a more equitable and effective foster care system.

Pictured: Sabine Winton, Minister for Early Childhood Education; Child Protection; Prevention of Family and Domestic Violence; Community Service, and her team at Yagan Square’s iconic Billboard in Perth.