To be more competitive within the fostering market and to increase the number of carers for looked-after children, South Tyneside Council has introduced a payment for skills model for foster carers. The more experience and qualifications carers gain, the more they get paid, resulting in children who are supported by skilled, motivated and rewarded carers.  Underpinning this model is a year-round social media and advertisement strategy.  The new approach has resulted in an increase in enquiries and prospective carers attending information sessions. Google analytics show a 300% increase in page views from June 2018 to June 2018 – coinciding with the proactive communications campaign.