The Villages of Indiana
non-profit | paid CTV & social
Mother-Centered Infant Adoption Program
“Here for You” direct response YouTube ads | 30 second + 15 second
The Villages of Indiana is a non-profit that supports pregnant mothers in crisis. who are considering adoption. To reach more women within their audience segment across Indiana, The Villages partnered with JDA Worldwide to create two ad videos (a 30-second and 15-second). The purpose of the ads were to drive lead gen and signups for their free Mother-Centered Infant Adoption Program.
As copywriter for JDA, I collaborated with my executive creative director and our motion designer to ideate concepts to resonate with the these women, and I wrote custom scripts for each spot. Our concept, Here for You, tells a story of a young woman who initially feels alone in her pregnancy journey and afraid for her future and that of her unborn child, but after connecting with the caring team at The Villages, she feels empowered, peaceful, and confident knowing that she’s supported, and her baby can find a nurturing home.
The Impact:
The Villages team loved the ads, and they performed well online:
The ads generated 35K+ impressions
29K+ views
achieved an 86.62% completion rate
ECD: Kristine Deininger // Design + animation: Mitchell Acton
Foster Care, Adoption & Family Services
paid/boosted posts
On mission to care for children, youth and their caregivers, The Villages of Indiana partnered with the JDA Worldwide creative team to promote their foster care program through a series of strategic boosted Meta posts.
Each post speaks to those curious about adoption, addressing potential concerns related to foster parenting and providing encouraging insights from The Villages’s seasoned foster parents.
AD: Aaron Armstrong // Designer: Olivia Heinen
