Case Study
Case Study
We Developed A Campaign To Attract Early Childhood Educators Into The Profession
THE CLIENT
LCCN is an organization that promotes and advocates for licensed childcare in London and Middlesex.
With a shortage of quality Early Childhood Educators (ECE’s) entering into the workspace, LCCN was looking for a way to engage and educate the next generation of students to become Early Childhood Educators.
The biggest impact on a child’s life is made within the first 3 years, academically, socially, and morally.
OUR BIG IDEA
The biggest issue facing the sector was changing the perception and context around what it means to be an Early Childhood Educator, the impact they have on a child’s life, and the rewarding career that comes from being in this field. Through this idea we created a multi-pronged campaign, including a PSA video, print & outdoor ads, and digital marketing, to inspire post-secondary education students to choose a career in Early Childhood Education.
CREATING AFFINITY FOR EARLY CHILDHOOD EDUCATORS
In order to engage and educate the next generation of students we zeroed in on the campaign theme, ‘Unsung Heros’. This positioning allowed for our creative execution to portray early childhood educators as true Heros and showcase the tremendous value they add to a young child’s life. These are the early building blocks that continue to shape children as they grow and mature into adulthood. This creative theme was carried through the various marketing platforms and creative executions reinforcing the messaging at each touch point.
STORYTELLING TO BUILD EMPATHY
Many of the children that go into childhood education programs still have relationships with their educator later in life. A key aspect of this relationship are letters that are written to students when they are young, to be read later in their lives. Drawing from this special moment, we developed the PSA component of the campaign. These letters became key. We constructed a script that spoke to remembering the early relationship, and all the ways it has shaped and impacted a child’s life, who is now a young person getting ready to move onto the next stages of life.
“Dear Connor” was produced and written from the perspective of the teacher to their former student. Using a clever mix of past and present photos, it speaks to the positive life-long impact that Early Childhood Educators can have on their students and who they will ultimately become in the future.
THE RESULTS
Within the initial four month period, the awareness campaign drove positive results from audiences across the region. The media mix of social advertising, digital marketing, Cineplex, outdoor and print delivered over 3.5 million impressions and helped increase the website’s new visitor traffic to 86%. Additionally the strength of the campaign creative would go on to be the recipient of a Platinum Hermes Creative Award and a Gold Telly Award.
