What was u.comms tasked with in the project?
Since February 2024, communications agency u.comms has been providing comprehensive communications support for the national project “A Family for Every Child: Developing Foster Care.” The project is implemented by the “Partnership for Every Child” International Charitable Organization and UNICEF Ukraine in cooperation with the Ministry of Social Policy, Family and Unity of Ukraine.
Main goal: To protect children during periods of crisis by providing support in family-based settings instead of institutional care. Over 18 months, the project aimed to nearly double the number of foster families, from 295 to at least 500 families.
The decision to become a foster carer is not made after seeing a single social media post. It requires deep trust, overcoming stereotypes, and an honest, open dialogue.
u.comms
What solutions and tools did the u.comms team implement?
The agency team developed a systematic communications strategy based on audience research, ethical standards, and in-depth audience segmentation.
1. SMM and video story promotion
The videos showcased the real experiences of foster families, including the fact that foster care can be provided by people without children of their own or by those who rent their homes. All filming followed safety and ethical standards, with children’s faces not shown. The most successful video story reached nearly 26,000 people and generated more than 2,500 complete views.
2. Advocacy and partnerships
We ensured regular joint publications with the Ministry of Social Policy, the State Service of Ukraine for Children, the National Social Service of Ukraine, and UNICEF. One of the posts became the basis for a news item on the Government Portal.
3. Work with regional and national media
We developed a media map covering more than 250 outlets. Media coverage focused on local stories and myth-busting, including publications in 18000, Procherk.Info, Rubryka, and Suspilne Vinnytsia, as well as republication on the Rivne Regional State Administration website. Stories published by Suspilne Ivano-Frankivsk and Dzerkalo Tyzhnia reached 307,000 and 127,500 people respectively.
explaining complex terms in simple language, including through quotes from the people featured in the stories (publication in the Cherkasy-based media outlet 18000)
Myth- and stereotype-busting through direct quotes from the people featured in the stories. In particular, we challenged the perception that foster care is typically needed only by families with low parenting capacity or those failing to fulfill their parental responsibilities. Through real-life examples, we showed that any family may need foster care support during a difficult period in their lives (publication in the Procherk.Info media outlet).
4. Infographics and simple step-by-step guides
Explaining the process of becoming a foster family through visual cards and quote-based materials that could be shared by professionals in local communities.
Examples of positive impact on children who received foster care support, told through the experiences of the people featured in the stories (publication in Rubryka)
5. Nationwide “Living Book” event series
Provided communications support for meetings in 14 regions of Ukraine and Kyiv, where the people themselves became the “books,” sharing their personal stories. 15 opinion leaders were engaged in the promotion, including Inna Miroshnychenko (238,000 followers), Oksana Tymkiv, and Lesia Sherenhovska.
Training social workers and working with local communities
Child welfare professionals are often the first point of contact for potential foster carers. The u.comms team developed and delivered a communications webinar for 270 professionals from across Ukraine, teaching them how to select effective communication tools, prepare media materials, and follow ethical standards when covering family-based care.
What results and reach did we achieve?
By building an integrated communications approach, u.comms helped expand the geographic reach of the service and significantly exceed the key indicators for engaging potential foster care candidates.
559 foster families
The number of foster carers increased from 295 to 559, exceeding the target of 500 families.
2,594 children kept out of institutional care
Children received support and care in safe family-based settings.
119 new communities
Foster care services were introduced for the first time in 119 territorial communities across Ukraine, while more than 120 candidates are currently undergoing training.
12 million total reach
Achieved through media, social media, and the involvement of 15 opinion leaders.
300 media placements
TV stories, interviews, news reports, and articles in national and regional media.
+1,200 organic followers
The client’s official Facebook page grew its audience by 18%.
