Lutheran Care is thrilled to launch its new three-part series of advertisements for its Foster Care program that will appear on free-to-air television, streaming channels and digital platforms, with the first advertisement, titled Kick, scheduled to start airing next week (starting Monday, 8 June)!

The second series of the Be the Village recruitment campaign is warm and sincere, with a serene quality to the vision and interactions. Following on from the first uplifting campaign, the new TV ad series aims to encourage more South Australian foster care enquiries by shining a light on the everyday moments in family life that can have such a huge impact on a child or young person in out of home care.

Kick tells the story of a child in respite foster care arriving at his foster family’s home and joining his foster sibling for a game of footy in the backyard. As they practise kicking and share some friendly competition, the foster parents go about everyday tasks in the background. The film highlights the ordinary moments of family life: playing together, spending time outdoors and building relationships, that help children in care feel welcome, connected and part of a family.

▶️ WATCH KICK BELOW 

The advertisement also features a familiar face from Lutheran Care, with Case Worker Annabelle Princi from the Foster Care Assessment Team appearing in the role of the foster mother.

Mrs Princi said she enjoyed the opportunity to be involved in the campaign and gain an insight into the production process.

“It was a fun day and great to try something new! I love our foster care ads so I enjoyed seeing behind the scenes, the crew and equipment; seeing how they are made and come together.”

As part of Lutheran Care’s Foster Care Assessment Team, Mrs Princi works with prospective foster carers as they undertake the assessment and training process.

“Our team works with foster carer applicants throughout the assessment and training process to ensure applicants meet the key competencies for foster care and can provide a safe, stable and nurturing environment for vulnerable children.”

Mrs Princi said there remains a strong need for more foster carers to support children and young people in care.

“There are so many children in care needing family-based foster care placements. Foster carers are always needed to provide placements for children in care, across all types of foster care.”

While her appearance in the advertisement may come as a surprise to some people she knows, one family member is already looking forward to seeing it.

“My daughter is! But haven’t really told anyone else, it will be a surprise.”

The advertisement was inspired by feedback from one of Lutheran Care’s current respite foster carers, who shared how excited their biological child becomes when a respite foster child is due to stay, because of all the fun they have playing sport together.

The other two advertisements, due out later this year, similarly focus on everyday moments of connection. In Fort, a foster child and their siblings spend time together in an imaginative fort they have built, sharing laughter and play while a parent joins in the fun.

Meanwhile, the final advertisement, Dog, follows a foster child who is woken by the family pet and follows it down the hallway to join the family for breakfast. The advertisement centres on a simple family ritual, showing how everyday routines can help children feel included, connected, comfortable and more confident.

The new series of ads follows on from the success of the previous Be the Village Lutheran Care Foster Care campaign, which was named a finalist in the national Marketing Institute Awards in 2024.

Lutheran Care is again working with Adelaide based creative agency, WO Advertising, which produced the first Be the Village series of advertisements, available to view here.

Lutheran Care Head of Public Relations Katrina Ranford said she was pleased to see the new campaign continue the light-hearted and playful approach that helped the organisation’s previous foster care advertising stand out.

“Foster care is often talked about in terms of challenges and responsibilities, but it’s also full of fun, laughter and the kinds of everyday moments that make children feel safe, connected and valued,” Ms Ranford said.

“This series captures that beautifully, and we hope it encourages more people to enquire about becoming a foster carer and joining Lutheran Care’s Foster Care Village.

“Kick shows how connection can grow through something as simple as kicking the footy in the backyard. It reflects the heart of our Be the Village message — that small acts of care, encouragement and consistency can have a big impact on a child’s life.

“We hope the campaign inspires more people to explore becoming a foster carer and joining Lutheran Care’s Foster Care Village.”

Lutheran Care’s Foster Care program supports 263 registered carer households, providing safe and nurturing homes for 283 children and young people (data from end of May 2026).

Lutheran Care is always seeking new families to open their homes to children and young people in care, whether as foster carers or respite carers. The organisation is also looking for specialist foster carers with skills and experience in areas such as disability, allied health, education and related fields to support children and young people with more complex needs.

Prospective carers can learn more by attending one of Lutheran Care’s regular foster care information sessions. Keep an eye out for the first campaign advertisement, Kick, and consider taking the first step towards becoming a foster or respite carer today.

Find out more online at Lutheran Care’s Foster Care webpage.