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MyForeverFamily

How Ribbon Gang helped My Forever Family NSW deliver a high-impact, dual-channel campaign that amplified awareness and drove foster care inquiries across the state.

Paid Ads
Systems Integration
Strategy & Consulting

Non-Profit / Social Services

Meta
Audio Media

MY FOREVER FAMILY NSW
2025 Siblings Campaign

01. What

Ribbon Gang partnered with My Forever Family NSW to launch the 2025 Siblings Campaign, a powerful awareness initiative focused on encouraging foster and adoptive care for sibling groups. Through a smart, multi-channel strategy combining traditional and online media, the campaign increased website traffic by over 6 times and delivered more than 17,000 clicks, sparking real conversations and action in communities across New South Wales.

02. How

The Challenge:
With over 15,000 children in out-of-home care across NSW, raising awareness about the importance of keeping sibling groups together was critical, but difficult to achieve on a modest budget. My Forever Family needed to reach new audiences and drive real action, despite the challenge of an emotionally complex message and a highly competitive media landscape.

Why Ribbon Gang:
As a long-standing partner of My Forever Family, Ribbon Gang understood both the urgency and the sensitivity of the task. Known for our creative agility and ability to stretch budgets for maximum impact, we were trusted to craft a campaign that would resonate with potential carers, prompt inquiries, and promote information session sign-ups.

Constraints:

  • Limited media budget for a state-wide campaign
  • Niche and emotionally driven messaging
  • Audience segments not typically engaged by mainstream digital ads

03. Our Approach

Strategic Duality:
We crafted a hybrid campaign that blended traditional and digital media to capture attention across multiple touchpoints, reaching both digital natives and community-minded audiences.

Media Mix:

  • Traditional Media: Community newspaper placements across Regional NSW
  • Digital Advertising: Meta ad campaigns targeting prospective carers and parents. As well as re-marketing campaigns to engage users who have visited the website to help encourage them to take action.
  • Digital Audio: Geo-targeted ads across LiSTNR and HopeFM to amplify reach and improve message recall

Tools & Techniques:

  • Custom creative messaging tailored to each media type
  • Demographic and interest-based audience segmentation
  • Geo-targeted ad delivery around key regions and information session locations
  • Integration of campaign messaging with session sign-up funnel

Creative Highlights:

  • Messaging that humanised the rewards of fostering sibling groups
  • Strong visual identity using warm, family-centric imagery
  • Clear call-to-actions tied directly to event sign-ups and learning resources

Execution Highlights

Deliverables:

  • Full creative suite of static and audio ad assets
  • 6-week media plan across Meta, LiSTNR, HopeFM, and press
  • Ongoing performance tracking and optimisation
  • Support for information session promotion

Unexpected Wins:

  • Community response via local media was higher than forecast
  • Organic sharing of campaign materials by current foster carers
  • Significant increase in page engagement and session attendance

Results & Outcomes

Impact:

  • Over 17,000 website clicks from Meta alone - a 6x increase over average campaign performance
  • Increased session attendance and inquiries from potential carers
  • Elevated awareness of sibling care challenges and opportunities across NSW

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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