More Than Caregivers.

The pandemic affected no industry as much as it did childcare; and we all learned how essential quality child care is to working families and to the economy at large. Arizona's early childhood agency, First Things First, asked us to create a campaign that gave them the resources they needed during this tough time. We responded with a celebration of the work they do and the value they bring far beyond mere care.

The campaign was meant to reach at-home caregivers, family and friend supporters, and childcare professionals across the state where they lived and worked. And rather than just saying thank you, we wanted to express to the public that they give our society far more than just babysitting.

Supporting Elements:

Then over the course of three weeks, we responded to the social conversation in real-time with "sunshine" in the form of personalized replies, lighthearted jokes and select Arizona gifts to anyone complaining about the cold. For instance: a free coffee delivery via Doordash, a fresh bouquet of Arizona wildflowers, spring training tickets and even a few airfare vouchers and resort stays. #sunshinetoshare