Safety Comes in Everyday Routines in Powerful Foster Care Campaign

Marking the first official project under its newly launched content division, Greenroom Content, Greenroom Films has teamed up with agency The Union to produce a powerful new campaign for foster care in Scotland. The creative centres around an often overlooked but vitally important message: the safety found in life’s everyday routines.

Directed by Ewan J Fletcher, the campaign includes a 30 second TV commercial and two 15 second films, each offering a tender, understated portrayal of foster care that favours realism over melodrama. Shot on location in Scotland, the work gently invites viewers into the world of a foster child, showing how simple, consistent gestures; like breakfast before school, watching telly together, or drying the dishes can help build a foundation of trust, safety, and emotional growth.

Director Ewan J Fletcher said, "I loved the concept 'the ordinary can be extraordinary'. It's deceptively simple and carries a powerful twist. Watching the quiet rhythms of daily life might seem a bit mundane at first glance... but that's exactly the point. For our foster children this normality and the stability it brings, is actually what's important. I'm hoping the simplicity of these films will cut through in an advertising landscape that's often shouting for attention,

This was my first time working with Greenroom Films as part of their new content production arm. I’ve admired their work for years, so joining the roster has been a milestone for me. Unsurprisingly, they're an incredible team who really support you to push for the best creative results. Lucy and Drew care deeply about the work, and this energy runs through the entire company."

​Rather than over dramatise or sensationalise, the creative approach was purposefully restrained. Every directorial and production choice was made to mirror the theme: that normality, while often perceived as mundane, is in fact transformative for children who’ve experienced instability.

This campaign marks a significant step in Greenroom Films’ evolution as the company adapts to an ever-changing industry landscape. With the launch of Greenroom Content, they’re now equipped to handle a broader spectrum of work, from high-end, resource-intensive TV commercials to more agile, contained content projects. And with this first outing, it’s clear the team knows how to nimbly deliver meaningful storytelling whilst protecting production values.