In contrast to the relentless hunt for the most stylish home in the neighborhood there is a different reality. And our creative idea sprung from the insight that for a abused child a perfectly ordinary home can be an absolut dream.

As we wanted to reach out we wanted to do it untraditionally, and therefor we came up with the idea of creating fake broker ads – first describing an expected dream home, but then convey the true message of the campaign.

We contacted a famous stylist and an experienced real estate photographer to make the pictures look authentic. But unlike ordinary brokerage photos we added children into the pictures.

The ads were lunched in the broker firm's regular digital platforms with all their real ads. And we sponsored some posts of the link on Facebook, and asked people to share and spread the message.

With the sponsored ad we reached 16000 people in the target audience.

And the number of interactions reached 1600 – which is a good figure in the context.

Exactly how many new families that the campaign generated is to early to say, since becoming a foster family is a decision that requires time and careful thought.