Hopes are being pinned on an advert during Sunday's X Factor show to boost the number of foster carers in Edinburgh.
Officials say there is a severe shortage of foster carers in the city offering children safe and caring homes while they are unable to live with their own families.
The advert on Sunday evening's show is expected to reach around 51% of all adults watching television.
The council told Guardian Edinburgh the advert was "an unbelievably good deal, a tiny fraction of the normal cost, with production included."
The actual cost of the promotion drive is expected to be around £2,000.
It will highlight a need for more foster carers for babies and young children under five, over fives, teenagers, children with emotional and behavioural problems, children from ethnic minority backgrounds and children with disabilities.
As well as the prime spot during X Factor, the clip will go out on STV between now and next Thursday.
City education leader councillor Marilyne MacLaren said:
"We want to encourage people from all backgrounds to become foster carers as we need a broad spectrum of people who can look after children in our care. X Factor is obviously hugely popular and this approach is a great way for us to get our message out to lots of potential carers.
"A foster home can have a huge impact on a child's life, improving their confidence and helping them towards a happy future - it really is a very special role."
Foster carers must be over 21 years old and can be single, married or part of a long-term relationship. They can be a tenant or homeowner and it doesn't matter whether or not they have children. The council also point out that carers don't need to be well-off or in work.
To find out more about fostering visit www.edinburgh.gov.uk/fostering.
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