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NAPCAN Leads Child Protection Awareness with 98% Digital Growth Breakthrough

98%
Increase in traffic from Google Grant
40%
Increase in conversions from Google Grant
24%
Increase in CTR

Table of contents

Overview

The National Association for Prevention of Child abuse and Neglect (NAPCAN) is a not for profit dedicated to bringing the eradication of child abuse and neglect to the forefront of Australian society. One Egg has worked closely with NAPCAN to raise awareness of their training courses and objectives of engaging the national community in protecting children.

Channels

  • PPC

Challenges

  • Resource Allocation – Limited marketing budget as a non-profit organization
  • Sensitive Communication – Need to effectively communicate about child abuse prevention
  • Training Reach – Ensuring workshops reach the right audience across Australia
  • Awareness Building – Growing national recognition for child protection initiatives
  • Event Promotion – Effectively promoting specialized events and training courses
Madelene McGrath
National Marketing Manager, Nonprofit

Knowledgeable, Responsive, and Easy to Understand

They are extremely responsive, always happy to explain things in simple terms, and very knowledgeable in their field.

Solutions

  • Grant Acquisition – Successfully secured Google Grant providing $10,000 USD monthly advertising budget
  • Strategic Campaigns – Implemented targeted campaigns for National Child Protection Week
  • Channel Expansion – Developed complementary paid Facebook advertising strategy
  • Resource Promotion – Created focused campaigns for workshops and educational materials
  • Audience Targeting – Refined targeting to reach professionals and communities needing resources

Impact

  • Traffic Growth – Achieved 98.15% increase in traffic from Google Grant advertising
  • Conversion Success – Generated 40.63% increase in conversions from Google Grant
  • Engagement Improvement – Delivered 24.93% increase in click-through rate (CTR)
  • Resource Utilization – Maximized effectiveness of free advertising grant
  • National Reach – Successfully expanded awareness of child protection initiatives across Australia
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