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Entropico is a global production company and creative studio that moves effortlessly between advertising and entertainment

We are storytellers and innovators - dedicated to finding and fostering exciting and diverse voices in entertainment and advertising, spotlighting fresh perspectives and developing new production practices.

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Entropico acknowledges the Traditional Owners of the land where we work and live, the Gadigal people of the Eora, the Ventureño, Gabrieleño-Tongva and Fernandeño peoples as well as the Lenape, Manahatin, Canarsie, Shinnecock, Reckgawanc, Munsee and Haudenosaunee Nations, we pay our respects to Elders past and present. We celebrate the stories, culture and traditions of Aboriginal, Torres Strait Islander and Indigenous American Elders of all communities who also work and live on this land and we pay our respects to Honuukvetam (Ancestors), ’Ahiihirom (Elders), and ‘eyoohiinkem (our relatives/relations) past, present and emerging. Always was, Always will be.
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Los Angeles, USA

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1833 N San Fernando Rd, Los Angeles, CA 90065

+1 (415) 637 9607

Gadigal/Sydney, AU

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L2, 36-50 Wyndham Street, Alexandria, NSW 2015

+61 413 107 810

New York, USA

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49-51 Elizabeth St 5th floor, New York, NY 10013

+1 (213) 642 9386

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Jobs@entropico.com.au

+61 413 107 810

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NSW Government – Change A Child’s Life

Design
Photography
Production
Strategy
Client
NSW Goverment DCJ
Year
2026

Modernising Foster Care Recruitment in NSW

How Entropico and director Genevieve Kaiser used the kitchen fridge to tell stories of community and hope, and drive record-setting new foster carer interest across the state.

THE CHALLENGE

The NSW Government Department of Communities and Justice (DCJ) is currently managing a record $1.2 billion investment in child protection. As part of this initiative, the government sought to address a critical shortage of foster carers across the state, backed by new incentives such as a 20% allowance increase and paid leave for public sector workers. Foster carer recruitment is frequently hindered by deep-seated misconceptions regarding eligibility, such as outdated views on marital status, sexual orientation, or home ownership. This challenge is compounded by a sense of narrative fatigue, where traditional distress-based advertising can feel more overwhelming than inspiring to potential carers. Significant knowledge gaps persist regarding the diverse pathways to fostering, with many unaware of the critical need for respite, emergency, and short-term restoration care alongside long-term placements.

Our Idea

To modernise perceptions of fostering and integrate myth-busting yet compelling and emotive messaging to drive action, Entropico moved away from hardship narratives toward a message of communal growth. The creative concept centered on a universal icon of Australian domestic life: the kitchen fridge. By using the fridge as a canvas, the campaign illustrates how a home evolves when a child enters it – transforming from a blank space into a cluttered, joyful gallery of artwork, school photos, and milestones.

We crafted the multi-channel campaign through four distinct narrative worlds, executed across multi-channel assets and a statewide rollout across Social Media, TV, Print, Digital, OOH and a very joyous Mardi Gras float.

“Our mission with DCJ was to deliver a dignifying, positive message that speaks to hope and purpose. We wanted to move away from negative narratives, break down barriers, and show that becoming a carer is an act of communal growth and love, while educating our audience on the many kinds of foster carers needed across the state.” – Entropico Founding Partner Erin Moy.
EXECUTION

Directed by Genevieve Kaiser, the campaign used a compelling time-lapse technique to narrate the journey of four diverse foster families. By focusing on the kitchen as the heart of the home, each film shows a relatively empty fridge that gradually fills with mementos, visually representing the two-way growth experienced by both the child and the carer. Kaiser focused on intimate, honest snapshots to ensure the families felt relatable to the average citizen, while inclusive casting reinforced that single people, same-sex couples, and renters are all eligible to provide care.
"We start with a mostly empty fridge before a child arrives and watch it joyfully evolve... this evolution shows that fostering is a journey of purpose, love, and immense growth for both the child and the carer." — Harri Dunwell, Creative Director, Entropico

Impact

The campaign launched across all major platforms, effectively bringing the message of foster care into the daily lives of NSW residents. By shifting the focus to hope and purpose, the campaign successfully broke down barriers to entry and provided a dignifying message for potential carers.

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Next Project

NSW Government – Coercive Control

NSW Government – Coercive Control

An end-to-end creative campaign for the NSW Government, from concept and scripting, to film and photography, and a multi-platform rollout across TV, digital and OOH to raise awareness around coercive control.
View Project
View Project
Have a project in mind?
Get in touch
Get in touch