William Eichler 14 October 2026

Government launches first national fostering recruitment campaign

Government launches first national fostering recruitment campaign image
© PeopleImages / Shutterstock.com.

The Government has launched England's first national fostering recruitment campaign, urging adults to consider opening their homes to children in care.

The campaign targets people in their 30s and 40s and supports the Government's ambition to create 10,000 new foster places by the end of this Parliament.

The number of approved foster carers has fallen by 12% since 2019, while the number of children needing care has risen. Department for Education (DfE) polling found 66% of people believe they could be good foster carers if practical barriers were removed.

The DfE is providing £88m to reform fostering, including £12.4m for the Fostering Innovation Fund. Eleven programmes will receive funding to test new approaches, including weekend fostering, support for carers facing allegations, parent-and-child placements, and helping children move from residential care into foster families.

Over 70% of local authorities are now part of a Fostering Hub.

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Children's Minister Josh MacAlister said the campaign is about ‘cracking fostering open to ordinary people across England’ as part of a wider reset of children's social care.

‘Fostering changes lives, not just for the children who finally get the stability and love every child deserves, but for the carers themselves, who tell us it’s one of the most rewarding things they’ve ever done,’ he said.

Dame Carol Homden, CEO of Coram, said: ‘We are pleased to support the government’s campaign encouraging more people to consider a life-changing role in foster care, enabling more children and young people to grow up in safe and supportive families.’

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