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Case Studies+
Adopt Change

How Ribbon Gang created an emotionally powerful television campaign that moved a nation and caused foster care applications to skyrocket across Australia.

Campaign Creative

Non-Profit / Social Services

Meta Ads
YouTube

Adopt Change
National Fostering Awareness Campaign

01. What

Adopt Change partnered with Ribbon Gang to lead the creative and production of a powerful national campaign to promote awareness of the necessity for foster care. The result was an emotive, cinematic commercial that ran across television and digital channels, highlighting the key milestones in a child's life and how a foster parent can help shape those moments.

02. How

The Challenge:
Adopt Change needed to invite Australians to consider becoming foster parents. The challenge was communicating this emotional, life-changing role in a way that came across as positive, personal, and authentic , without succumbing to cliché or heaviness.


Why Ribbon Gang:
Adopt Change needed a creative partner that could construct an entire campaign from the ground up , from narrative development and casting through to production and launch. They needed a team that had the range to strike the right emotional chord and ensure national delivery across broadcast and digital.

Constraints or objectives:

  • Convey the value of fostering in under 30 seconds
  • Resonate with Australian families aged 25–54
  • Deliver a hero TVC and flexible digital assets
  • Drive strong enquiries and applications

03. Our Approach

We focused on a simple truth: the everyday moments are what matter most. The concept was to show a child growing up, but not through milestones like school graduation or weddings, but through small but defining moments , bedtime comfort, birthdays, reading with a parent. Each moment was designed to be universal and recognisable.

Creative Highlights:

  • A sentimental, intercut montage approach with a child and their foster parent through milestone childhood moments
  • Rotating supers (animated type) were superimposed over each scene to highlight how foster parents enable these moments
  • The spot opened with a newborn entering care and closed with a symbolic gesture of love and belonging
  • Conceived for emotional resonance without narration or dialogue

Tools & Techniques:

  • Hired local cast and crew for authenticity
  • Filmed on location to capture natural home environments
  • Produced hero 30s TVC with additional 15s cutdowns for digital and social

The campaign didn't just communicate a message; it moved people. Ribbon Gang brought the story to life in a way that was truthful, beautiful, and impactful.

04. Execution Highlights

Deliverables:

  • 1 x 30-second TVC for national television broadcast
  • 2 x 15-second edits for YouTube, Facebook and social
  • Campaign creative assets (copy, supers, stills) for council and partner use
  • Final master files for roll-out across multi-channels

Unexpected Wins:

  • High levels of organic sharing and emotional engagement on social media
  • Reuse of the video by multiple foster care agencies as a model of best practice
  • Anecdotal positive feedback from existing and past foster parents

05. Results & Outcomes

  • Dramatic increase in inquiries and applications to be foster parents
  • High digital video channel reach and completion rates
  • High engagement in Facebook and YouTube shares, comments, and reactions
  • Emotional tone appealed across genders and age brackets, maximising audience impact

Ribbon Gang respectfully acknowledges the people of the Wiradjuri, Gadigal, and Kulin Nations as the traditional custodians of the land on which our company operates. We pay our respects to their Elders past, present, and emerging.

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