SWIIS

Developed creative campaigns to boost search performance

257

articles across national and regional media

average DA

62%

coverage containing backlinks

60%

share of voice, increased from 5%

A spark of an idea needs to ignite and spread to see a campaign live to its potential. Every Parent was a lovely example of when creativity and collaboration come together. From the daffodil growers, the florists, the foster carers willing to share their individual journeys, to the Swiis team embracing the idea around the UK with in-person events. This was a blood, sweat and tears campaign embraced by us all to resonate with target audiences and turn the dial on their share of voice.

Dani Andres, Director
Community & Campaigns. AMBITIOUS

Mapped audiences, created campaigns, and executed a content strategy, securing widespread media coverage

INSIGHT

Swiis are a leading, family-owned, independent fostering agency. Due to the significant nationwide shortfall of foster carers, as a sector, fostering agencies were starting to invest more heavily in PR and marketing to drive interest in fostering as a career.

Swiis had recently invested in their branding, website and marketing but now needed a campaign to focus on search performance, and link building to capture the attention of potential foster carers, while also raising awareness of the career.
Without an existing media profile, Swiis brought in AMBITIOUS to deliver a tailored PR strategy that would raise awareness, create media visibility, and drive meaningful conversions.

Audience:

Empty nesters
LGBTQ+ individuals and couples who were unaware they could foster
Extended families – parents with the room to extend their family home to foster children
Existing foster carers

IDEAS

AMBITIOUS began with a detailed audience mapping exercise to understand Swiis’ core demographics.

To move the needle, we developed a series of creative campaigns designed to land strong news hooks and drive high-profile media coverage. This was supported by a consistent content programme that sustained link-building and media momentum.

One of the standout initiatives was the Every Parent campaign, launched around Mother’s Day, to celebrate foster carers in all their diverse forms — recognising that parenting today comes in many guises.

Using daffodils as a symbol of new beginnings, Swiis hosted a series of 12 coffee mornings across the UK where bouquets were delivered to foster carers.
AMBITIOUS captured the journey of the flowers from field to doorstep — picked in Cornwall by a father-daughter team, arranged at a florist, and then hand-delivered to carers — to form the heart of a visual, human-led media campaign.
A national picture-led story accompanied by regional features and individual foster carer narratives helped land coverage across a broad media landscape.

The campaign reflected AMBITIOUS’ expertise and experience in healthcare & social care PR, where sensitive storytelling, emotional resonance, and advocacy must be balanced with visibility and measurable outcomes.

IMPACT

Outputs:

The story generated 257 articles across national and regional media titles, including Mail Online, The Independent, The National and Belfast Telegraph.

Outtakes:

The campaign reached over 300 million people, with 62 per cent of the coverage containing backlinks to the Swiis website, and appearing on news sites with high domain authority, leading to an average DA of over 44. Outcomes:

Following Every Parent there was a spike in traffic to the Swiis website.

Impact:

Before the campaign, Swiis share of voice in the UK media was just 5 per cent, with core competitors taking the limelight in the sector. Following the campaign, the share of voice increased to more than 60 per cent, overtaking all their competitors.

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