Delivering integrated marketing campaigns for YFS

Strategy, creativity and purpose in action

For more than 40 years, YFS has supported people across Logan and surrounding communities through some of life’s most complex moments. In 2026, Aruga partnered with YFS to deliver three distinct campaigns, designed to strengthen its brand, raise awareness of family and domestic violence prevention, and connect more families with vital support services.

From developing core collateral and assets for the launch of the Your Future Story brand refresh to re-energising Not In My Community and delivering a six-month Parent Pathways campaign, Aruga combine strategic communications, creative storytelling, targeted digital advertising and community engagement to meet each audience where they were.

Across the campaigns, human-centred content and targeted communications helped bring YFS’s work to life, build community awareness and drive measurable digital engagement. The results reinforced the value of an integrated approach, with Meta advertising generating thousands of website visits and video content helping connect audiences with the programs and support available through YFS.

Results

6

hosted community activations delivered though Parent Pathways

867,752

impressions generated by the Not in My Community digital campaign

181,000

advertorial impressions delivered through Parent Pathways partnerships

171,113

digital impressions generated by the Parent Pathways Meta campaign

2,446

landing page views driven by Parent Pathways advertising

$0.78

cost per landing page view for Parent Pathways

Deliverables

Strategy

Developed a strategic communications plan and messaging framework to support the Your Future Story brand refresh, ensuring consistent storytelling across media, digital and stakeholder communications.

Content Production

Conceptualised and produced a hero brand video, three supporting social videos and short-form reels to communicate YFS’s impact through authentic stories from its community.

Media Relations

Developed a targeted media approach for Parent Pathways, securing advertorial and print placements across regional publications to build awareness and connect families with available support.

Social Media Strategy & Management

Planned and delivered targeted Meta advertising across Not In My Community and Parent Pathways, combining creative testing, audience targeting and campaign optimisation to drive awareness and website traffic.

Creative Ideas & Graphic Design

Created a suite of campaign assets for Not In My Community, including print materials, tote bags, stickers and pins, embedding the campaign message into everyday community settings.

Event & Community Engagement

Delivered six Parent Pathways community activations, supported by local partnerships and a YFS branded colouring-in book, to engage parents and carers in familiar, welcoming environments.

Winning tactics

Human-centred storytelling

Aruga brought YFS’s purpose to life through authentic stories, including a hero brand video featuring leaders, staff and the people YFS supports, helping communicate the organisation’s impact.

Creative that connects

A mix of carousel, static and video creative allowed each digital campaign to balance broad awareness with targeted traffic generation. Carousel assets consistently performed well for driving clicks.

Meeting communities where they are

Parent Pathways combined digital advertising, local print media and six community activations to reach parents through trusted channels and familiar environments, making the program more accessible to its intended audience.