Educating through entertainment
The Ontario Ministry of Education has great information to help parents find a high-quality child care provider, but most parents didn’t know this and didn’t seek out its website for help.  Parents found it difficult to assess child care providers and relied on recommendations from friends and family – they didn’t think of the government as a knowledge resource.  Working with numerous education and government stakeholders, we created an integrated marketing campaign that targeted multicultural audiences province-wide.  Our campaign, executed in over 20 languages, leveraged digital and traditional media to drive parents to ontario.ca/childcare to help empower them to select the child care option that was right for them.