Thousands of children in Ohio are in need of stable, loving homes. And through foster care and adoption, the Ohio Department of Jobs and Family Services (ODJFS) helps ensure that those needs are met.
In order to raise awareness and connect current and potential adoptive and foster parent to the resources they need, Origo acted as subcontractor to ICC and Clutch. to help develop a new public awareness campaign for ODJFS. The purpose was to build interest and urgency in fostering and adopting children in Ohio.
Research & Campaign Development
Origo conducted research and focus groups with internal and external stakeholders, which helped identify target audience profiles and potential positioning strategies.
Based on that research, the campaign strategy of “It Takes Heart Ohio” was created. The campaign’s purpose was to let everyone know that, when it comes to becoming a foster or adoptive parent, the most important qualification is a sincere desire to make a difference in the life of a child. It’s important to let current and potential parents know that, if they’re willing to make that commitment, they aren’t in it along. The ODJFS has resources and support to guide them through the process every step of the way.
To support this strategy, Origo developed a warm and welcoming logo lock-up. Its type is angled upward representing the positive impact an adult can have on a child by adopting or fostering. Along with the main logo, a lock-up and color system was developed to allow easily differentiate between foster and adoption materials. We represented all current foster care and potential foster parent materials with a teal color, while adoption materials were developed in green.
The campaign was launched across multiple mediums – in a strategy designed to reach both current and prospective foster and adoptive parents. Within our research we found that the amount of teens in need of foster or adoption parents is extremely higher than younger children. It was important for the campaign to lean heavily on imagery of older children in positive and caring interactions with people that represented our target audience.
Educational brochures, flyers, and informational posters were created, focusing on awareness of the issue and support systems available. All with the leading message that, “They don’t have to have your genes, to have your heart.”
Digital advertising, an email campaign and a social media strategy were developed to help spread the message of the importance of foster care and adoption in Ohio.
After the launch of the new campaign and website, developed by Clutch., we exceeded our expected results – generating the following metrics:
- Pre-Roll Video: 277,542 Impressions, 1,922 Clicks, .69% CTR (National Average Is .33%)Digital Display Advertising: 1,093,616 Impressions, 1,601 Clicks, .15% CTR (National Average Is .07%)
- Paid Search Campaign: 101,481 Impressions, 7,829 Clicks, 7.71% CTR (National Average Is 2%)
- Paid Social Campaign: 1,029,716 Impressions, 13,936 Clicks, 1.35% CTR (Estimated .5%)
- OVERALL IMPRESSIONS: 2,502,355 Impressions
- CLICKS: 25,288 Clicks
As a purpose-driven marketing agency, we take great pride in creating meaningful strategies for organizations that we partner with. We look forward to supporting the continued success of foster care and adoption in Ohio – and the difference that it makes in the lives of children.
For information about how you can start the adoption or foster care journey within Ohio, visit fosterandadopt.jfs.ohio.gov.