Signed by Cooprativa, the campaign aims to promote foster care and raise public awareness of its importance as an alternative to institutional care.
With the goal of highlighting the need for foster families, the association “Crescer em Família” launched a New Year campaign — calling for the wishes of six thousand children to come true.
The campaign responds to a striking reality: over six thousand children and young people are currently living in institutional care. The association addresses this directly, launching a campaign to promote foster care and inform the public about its role as a meaningful alternative.
Created by Cooprativa and present across digital channels, the campaign draws on the beloved tradition of the 12 grapes — and the wishes made on December 31st to come true in the new year.
In the spot, voices are heard making wishes like “this year I just want to finally get my dream home,” “this year I want to buy that bag I’ve always wanted,” or “this year I want to travel more.” Ordinary wishes, shaped by ordinary lives. Then, a young girl’s voice: “This year I just want a family to hold me.”
“The idea came from the tradition of the 12 wishes we all make on the last day of the year to have a better one ahead. And the truth is, more than six thousand children in Portugal have just one wish for the new year — to have a family that will take them in. There are very few foster families in Portugal, partly because it’s still unknown to many people, and the need is only growing,” says Cooprativa’s Creative Director and Partner.
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