3-year-old kinder campaign
The research is clear: two years of kindergarten are better than one. It’s simple — Victorian kids deserve the best start. In fact, it’s as simple as ‘3, 2, 1’.
The result was a campaign that synthesised multiple messages into a concise concept that would resonate with parents, and emphasise the benefits of an extra year of learning in kindergarten.
The Brief
The Victorian Government is investing almost $5 billion over 10 years so that every three-year-old child in the state will have access to a subsidised kindergarten program. It’s a transformational step, and the most significant change in the early childhood sector in a generation.
The Department of Education and Training (DET) needed an advertising campaign to raise awareness of the subsidy in select trial areas across regional Victoria and drive enrolments for 2020.
Idea
The research is clear: two years of kindergarten are better than one. It’s simple — Victorian kids deserve the best start. In fact, it’s as simple as ‘3, 2, 1’. The creative concept we developed encapsulated this fact, while reinforcing the themes of learning, evidence and intelligence.
The result was a campaign that synthesised multiple messages into a concise concept that would resonate with parents, and emphasise the benefits of an extra year of learning in kindergarten.
Outcomes
The project was fast paced. We worked collaboratively with DET — creating collateral as the policies and programs for the trial were still being finalised by internal DET stakeholders to ensure we met the tight deadlines.
Think HQ developed all advertising assets — including digital, outdoor and press. We also created content for stakeholders — FAQ documents, promotional flyers, postcards and social media tiles for kindergartens to distribute to parents in their area.
The advertisements were placed in 29 regional print publications and outdoor in 7 IGAs in the trial areas, as well as across Facebook and digital.
