Every day in Ohio, thousands of children are in need of a stable, loving, and nurturing home. And through foster care and adoption, the Ohio Department of Job and Family Services (ODJFS) works to help ensure that those needs are met.
In order to raise awareness around this issue, as well as connect current and potential adoptive and foster care parents to the resources they need, ICC and Clutch sub-contracted Origo to develop a public awareness campaign for the new program website they created for ODJFS – which provides educational resources, supportive services, and an intuitive directory of foster care and adoption agencies.
Origo’s objective was to develop a campaign to not only build interest and urgency around fostering and adopting children in Ohio, but also break the stigma that you need a “perfect home” in order to be a good candidate for the program. Rather than looking at your income, marital status, or age, we needed to create a message that reflects the fact that what is most important is that you have a caring, patient, and nurturing heart, which will allow you to give a child the home they deserve.
Research & Campaign Development
To help identify our messaging strategy and outreach tactics, Origo conducted research exercises, including surveys and focus groups, with both foster care and adoptive agencies, as well as parents, which helped identify target audience profiles and potential campaign concepts. Based on that research, the campaign strategy of “It Takes Heart Ohio” was created.
The campaign’s purpose is 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 have the opportunity to change the life of a child for the better. It is also critical to deliver the message that when embarking on this journey, they aren’t in it alone, as 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 and campaign slogan, reflecting 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 easily differentiate between foster care 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 number of teens in need of foster or adoption parents is greater 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.”
Leveraging Origo’s media planning and buying services, the campaign was launched through digital advertising efforts, as well as an email campaign and a social media plan. The goal was to connect with our defined target audience, drive them to our site, and spread the message of the importance of foster care and adoption in Ohio – all with the hope to connect more potential parents with foster care and adoption agencies throughout our state.
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.