CAWS Concept Work
However, people either don’t know that foster homes are needed or are not sure what being a foster entails, perceiving it as “too complicated” or “not worth it.”
This awareness campaign for CAWS focuses on recruiting more foster volunteers—not adopters—by showing the rewards of being a foster.
The campaign shows the lifestyle change that comes with fostering but frames it as a positive. Using images of adult animals keeps the campaign promise realistic, as the majority of pets in need of help are full-grown.