Pathway Care's innovative recruitment campaign to recruit more men into fostering, last night won second place in the Chartered Institute of Public Relations annual awards ceremony.

Five finalists out of 100 entrants were nominated in the category for the most effective PR campaign utilising budgets under £10,000.

Conor Rooney, Pathway Care's Marketing Manager said; "We couldn't have implemented this campaign without the help of our male carers, who kindly fronted the campaigns throughout the different regions in which we operate"

"This campaign was all about banishing the stereotypical view of fostering, it's not a female only occupation, and its not a charitable good deed, it's a paid, professional and at times tough career choice, which is as relevant to men as it is to women".

Commenting on the campaign the judges said;

"A campaign that achieved challenging objectives in a sensitive area in a well focused and very interesting way."  

"Fostering is also a difficult subject for a PR campaign given the sensitive nature of the subject and the relatively narrow primary target audience." " This campaign succeeded in raising the client profile while also promoting the genuine benefits to be had from fostering." "Segmenting the campaign to focus on men who might foster, worked particularly well. "

Conor, accepted the award alongside Working Word's, Phil Nutting, at the event which was held in the Marriot hotel in Cardiff.