Building an Inclusive, Human-Centered Childcare Campaign With Limited Resources

In early 2024, we partnered with 10 Child Care Resource & Referral Agencies across California to help My Child Care Plan (MCCP better connect with families navigating the childcare system. Research revealed that parents experienced the search as overwhelming and impersonal, often struggling to understand available tools.

To humanize the platform, we centered the campaign on real stories, producing four photo and video shoots with actual parents and childcare providers who use MCCP. We translated this content into a flexible suite of assets—including video, social, how-to content, a dedicated landing page, and expanded brand tools—creating a more approachable, inclusive experience that strengthened engagement and helped more families access critical childcare support.