Case Study: Adopt Change drives foster care awareness and applications with Ribbon Gang

Adopt Change drives foster care applications across Australia with Ribbon Gang's 30-second campaign

Adopt Change, a non-profit organization, partnered with the agency Ribbon Gang to address the challenge of creating a national foster care awareness campaign. Their goal was to emotionally communicate the value of becoming a foster parent to Australians aged 25-54 in a positive and authentic way, without relying on clichés, and to drive a strong increase in applications.

Ribbon Gang developed a powerful, dialogue-free television commercial that focused on small, universal childhood moments shared between a child and their foster parent. This emotionally resonant campaign, which ran on TV and digital channels like YouTube and Meta Ads, successfully moved the nation. The vendor achieved outstanding results for Adopt Change, including a dramatic increase in foster care inquiries and applications, high video completion rates, and significant organic engagement on social media.

Adopt Change