Illinois Cares for Kids
Illinois Cares for Kids and the Illinois Governor’s Office came to us with an ambitious ask and a meaningful mission: Create a statewide campaign—in both English and Spanish—to increase early childhood enrollment and use of the variety of resources, funding and support available through Illinois Cares for Kids.
We developed a multi-channel, awareness-driving campaign to build trust among Illinois parents & families in need with emotional, celebratory storytelling, using a :30 animated video as the centerpiece for our campaign. I pushed my team to be authentically Illinois, using local artists and production partners. It was important for us to appeal to adults but also be about children.
Audience participation in the program has been overwhelmingly good. Site traffic doubled in the first month and double again in the second month. And the lowest economic demographic is now enrolled at higher rates than in 3 years.
AWARDS
PEOPLE’S TELLY SHORTLIST
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DIGIDAY GREATER GOOD FINALIST
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MARCOM GOLD 2022
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SHORTY FINALIST 2023
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AVA PLATINUM 2023
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PEOPLE’S TELLY SHORTLIST • DIGIDAY GREATER GOOD FINALIST • MARCOM GOLD 2022 • SHORTY FINALIST 2023 • AVA PLATINUM 2023 •
In English…
with vocals and voiceover by NBC’s “The Voice” 2017 Finalist Meagan McNeal!
And in Spanish…
with vocals and voiceover by Univision’s internationally televised Singing competition “Reina de la Cancion” Finalist Arla Vox.
The enrollment campaign was so successful, the state asked us to create a workforce recruitment campaign the following year.
So many families signed up for preschool and other care services, the state needed to recruit more Illinoisans to consider a career in child care. This campaign celebrated those in the field already making it happen, or who we affectionately named “The Real Life Influencers.”