01. What
LiveBetter partnered with Ribbon Gang to boost awareness of the Carer Gateway program within its regional footprint. With a strategic mix of broad-reach and targeted media - including Meta, AdRoll, radio, and OOH - the campaign achieved over 11 million total impressions, reduced CPC by 19%, and generated thousands of meaningful engagements. The impact was tangible, with a marked increase in calls to the Carer Gateway phone line and a surge in website traffic, signalling greater awareness and connection with carers in need of support. It's not about spray and pray -- we work with our partners to understand their messaging and to focus on their markets and reach.
02. How
The Challenge:
Despite being a government-funded initiative offering counselling, respite, and practical support for unpaid carers, the Carer Gateway program had low visibility across LiveBetter’s service regions.
Why Ribbon Gang:
LiveBetter partnered with Ribbon Gang to plan and deliver a media campaign that combined broad reach with targeted engagement. The goal was to boost overall awareness of the Carer Gateway program while also connecting more directly with key audience segments likely to benefit from its support.
Constraints:
- The primary goals were to increase awareness of Carer Gateway within LiveBetter’s service footprint and to lift consideration among their target audience.
03 .Our Approach
We used a mix of broad and targeted media to raise awareness of the Carer Gateway program and encourage carers to take action. To reach General Carers, we ran ATL and broadcast campaigns aimed at driving large-scale awareness and sparking word-of-mouth.
For specific audiences, we tailored our approach:
- First Nations Carers: Focused on grassroots community engagement and local sponsorships to build trust and relevance.
- Young Carers: Used digital advertising with messaging that highlighted flexible, online support options.
- CALD Carers: Explored language translation in ad creative to better connect with carers from diverse backgrounds.
To move carers from awareness to action, we leveraged targeted digital campaigns and re-marketing to re-engage those who showed interest but hadn’t yet taken the next step.
Tools & Techniques
- AdRolls
- Meta Ads
- Local Radio Channels
- AdRoll, Meta, oOh! (Out of Home - billboards/screens), Vistar (DOOH - Digital Out of Home billboards/screens), Traditional Radio (SCA), Community Radio (Outback Radio), Digital Audio (LiSTNR)
Creative Highlights:
- The campaign already carries momentum, having run for several years and built a level of recognition with the audience. With that in mind, any creative refresh should be rolled out across all channels and planned well in advance to maintain consistency. Ribbon Gang advised against updating only parts of the creative; doing so could disrupt the flow of the campaign and create mixed messaging, ultimately weakening its effectiveness.
- Our cross-channel re-marketing approach: To maximise impact and drive action beyond initial awareness, we implemented a smart cross-channel re-marketing strategy. By leveraging device ID data from our Vistar DOOH activity, we built custom audiences of users who had been exposed to Carer Gateway messaging on digital billboards. We then re-engaged these audiences on Meta with tailored content, effectively closing the loop between awareness and action (ie. clicking onto the CG website or calling them). This approach helped reinforce messaging across touchpoints and ensured we stayed top of mind for carers most likely to benefit from the program.
