Case study · Adalyn Rose Foundation
Adalyn Rose Foundation, a Berks County, PA nonprofit supporting families through pregnancy and infant loss.
The foundation
The Adalyn Rose Foundation supports families through pregnancy and infant loss. It began in memory of Adalyn, the founders’ daughter.
Today the foundation places Remembrance Carts in hospitals, trains healthcare workers in bereavement care, and helps families with burial costs, care packages and ongoing grief support. The Empty Stroller Run & Walk is its biggest fundraiser: walkers push empty strollers in honor of the babies they’ve lost, in person in Berks County or virtually from anywhere.
01 · The challenge
2026 was our third year on the Empty Stroller Run & Walk. The goal was more registrations than ever, with every ad dollar given a clear job.
And every ad had to sound like the foundation: warm, honest and right for a community living with real loss.
02 · The approach
Photography was one piece of the plan. On Meta, different people stop for different formats, and the platform needs real variety to find them. So we planned one shoot to feed every format we needed: polished photography, UGC-style video and conversion-focused graphics.
We launched 18 ads across 5 creative concepts and let Meta’s delivery show us what worked. Then we scaled budget into the t-shirt registration deadline, the week people had a real reason to sign up.
How we work
We plan it. We make it. We put it to work.
2026 Empty Stroller Run & Walk
Compared with 2025
Registrations from Meta ads
| 2024 | 116 |
| 2025 | 306 |
| 2026 | 535 |
Three decisions
that moved registrations
01
Fake countdowns and constant “last chance” messages would have cost the foundation trust with the families it serves. We kept urgency to one real deadline, the t-shirt cutoff, and saved our hardest push for that week. It carried peak week, and the foundation’s voice stayed intact.
02
Pregnancy and Infant Loss Remembrance Day, October 15, is a day this community already holds close. We planned creative for it in advance and kept the tone gentle. That stretch was the most efficient of the campaign.
03
On Meta, format variety is a performance lever. We gave the algorithm photography, UGC-style video, conversion graphics and personal “I’m Walking For” stories, so it could match each person with what they respond to. The stories kept registrations coming between the big pushes.
One shoot.
Every format it fed.
“What I appreciate most about working with Hart House is the care they bring to telling our story. The Empty Stroller Run & Walk is deeply personal to the families who participate, and they helped us invite more people into that experience while keeping the babies we honor at the heart of it.”
Photographers don’t always shoot with results in mind. Media buyers know what the data is asking for, but rarely get to direct the shoot that answers it. We do both, so the results shape the shot list and the shoot feeds the ads.
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