There's a lot of science that shows that a great childhood doesn't have to be perfect, it just has to be filled with small moments and interactions between caregivers and child. That's where good childhoods are made and they are made all over Arizona. This campaign celebrated the moments and the places raising the future generation, while giving them access to resources and programs to make life a little bit easier.
We have to reach kids all over Arizona, including some extremely rural and isolated regions and more than 19 recognized tribal lands. A media buying challenge for sure, but we needed to reach Arizona parents where they were for the campaign to work. That meant finding relevant community touchpoints and using those as vehicles for our message.
The campaign wasn't just finding parents and families in remote gathering places like markets, churches and schools — it was showcasing people FROM their communities.
The creative was also presented in several languages depending on placement. English, Spanish and several tribal languages that can be expressed in written form. The Navajo language, also known as Diné Bizaad, is shown below.
"The creative has been the best we have seen in my 17 years and it resonates very well with our readers. Thanks again for all the great work your team does."
- Navajo Hopi Observer
15% increase in parent subscribers
12% increase in parent resource users
15% conversion rate increase
15% increase in brand recognition among parents
Thousands of families benefitted from services
Sunshine To ShareIntegrated
First Things FirstIntegrated
Is the Roof Open?Branding
Phoenix Design WeekIntegrated
688 W 1st St #5
Tempe, AZ 85281
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