S20. Public Sectors

Mother’s Choice, a Hong Kong charity, works to find permanent homes for children without families and urgently needed foster families for its “Project Bridge” program. With a modest budget and a target of 53 sign-ups, we crafted a pro bono campaign to overcome three challenges: low public awareness, limited creative assets, and budget constraints. Our strategy focused on audience precision, content adaptation, and partnerships. By transforming long-form testimonials into mobile-first videos, optimizing user journeys, and leveraging geo-targeted ads in English and Traditional Chinese, we exceeded expectations—achieving 99 sign-ups, expanding the audience to 35+, and building a foundation for future engagement.