At its eastern region launch at Anglicare in Bayswater last week, a new marketing strategy highlights the fact that foster carers can come from all walks of life.

The advertising campaign will run across television, radio and print, featuring people of all ages and backgrounds. A new website has also been launched.

Christine Ringrow of the Centre for Excellence in Child and Welfare said more carers were urgently needed, with Victoria losing carers at the rate of 400 a year.

And demand for carers is set to jump 20per cent by 2013, placing more strain on the system.

"We need 1000 foster carers to meet demand," she said.

Anglicare deputy chief executive Jenny Potten said people of different ethnic backgrounds and family structure, including gay and lesbian couples, could become foster carers.

"All our carers do a terrific job. I'm struck by how

energetic and creative they are."

The State Government has contributed $500,000 as part of the recruitment, retention and advertising campaign.

Community Services Minister Lisa Neville said every foster carer made a real difference to the lives of foster children, with their generous time and support vital to helping vulnerable children gain stability.