Motivating parents to make the “right steps” in securing quality child care.
Finding quality child care can be difficult. For many parents, simply finding the right location for their child can be a challenging and daunting task, let alone ensuring that the provider is licensed and capable of providing a high level of care. The California Department of Education wanted help educate parents and caregivers on what constitutes quality child care and how to secure it on behalf of their children.
While it may be one of the most important decisions a parent can make, research revealed that many did not know what constituted as “quality child care” or what questions to ask providers when interviewing them. From these insights - as well as the acknowledgement that finding good child care can be a lengthy process - Ogilvy PR structure a campaign that centered on taking the “right steps” to seeking a quality provider.
Conducted in English and Spanish, the campaign employed both advertising and PR strategies to motivate and drive parents to public resources for finding quality child care. These resources include a web site, a specially created Child Care Resource Guidebook, as well as their local child care resource and referral organization. To support the campaign, a variety of partnerships were established with credible organizations, including the American Academy of Pediatrics.
In three years, the statewide public education campaign generated more than 148 million audience impressions and an added value of more than $854,000. Phone calls to the Child Care Connection’s 1-800 number increased by 59 percent. Additionally, awareness levels about the existence of child care resources increased by 14 percent.