Previous
LOWERING CHILD CARE COSTS FOR WORKING PARENTS.

As the economy continued to pose challenges for working families with young children, the state of North Dakota sought to provide assistance for the growing cost of child care, which would be distributed through employers. Through the matching-funds program, the state, employer, and employee would each cover one-third of child care expenses for the employees who qualify.

The program benefitted parents by helping them lower their child care expenses. It also benefitted employers by helping attract and retain skilled, hardworking parents. The state needed to develop a compelling outreach campaign to increase awareness among prospective employers and drive them to sign up for the program.

Metrics Success

SPARKING SUCCESS

SUCCESS METRICS

3.1M

Impressions

20,708

Site visits

38

Opt-in Clicks

43

Employer Sign-Ups

Our team designed a campaign that worked doubly hard. Its dual purpose was to reach two different audiences and motivate both to take action.

Quote Icon

BUILDING AWARENESS FOR A HARDWORKING PROGRAM.

Cover Image

We started with the universal idea that being a working parent with young children is hard because you have two jobs: caring for your kids and earning enough to pay for child care expenses. This insight led to our campaign theme, Hardworking Benefits for Hardworking Parents. It underscored the great value of North Dakota’s child care program while acknowledging the industrious nature of the state’s working moms and dads. To visually illustrate the duality of a working parent’s role, we used a split screen technique where half of the visual shows people at work doing their job, and the other half shows them at home caring for their young child. Media included streaming video, social, and digital display with spot radio support.

Close