Firefly

Firefly
Project

Foster Care Awareness Campaign

Foster parent recruitment is challenging—especially the fostering of older youth children and sibling groups. Firefly Children & Family Alliance, an established nonprofit focused on support programs and resources for families in the state of Indiana, engaged with Secret to help reach new potential foster families through a year-long lead generation campaign that inspires action and drives sign-ups to take the next step.

  • Animation
  • Art Direction
  • Campaign Messaging
  • Creative Strategy
  • Digital Marketing Assets
  • Motion Graphics
  • Organic Social Media
  • Paid Media Creative

DRIVING A CONNECTION

By carefully balancing emotion, personal responsibility, real-life foster parent stories, and hard statistics—we developed a scalable creative solution that was able to lean into varying topics surrounding the truths of fostering older youth children and sibling groups. The creative approach was upheld by the strong reasons to believe in Firefly with their long-standing history as one of the oldest and most trusted social service organizations in Indiana.

MOMENTS OF JOY, RESILIENCE + HOPE

Secret established a visual approach that aimed to break the stereotypical mold of nuclear families by showing a wide range of diversity, candid moments, and realistic interactions between foster parents and children to communicate a sense of realness of the type of support foster teens may need.

RESPONDING TO THE RESULTS

After an initial concepting phase to establish messaging and visual approach, Secret moved through the execution of a multi-layered mixed-media campaign with a test and learn approach.


Performance-driven data informs each round of ongoing creative refreshes that allows for a fluid approach and room for more responsive tactic creation and creative versioning.


Let’s work together.

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