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

In early 2024, we partnered with representatives from 10 Child Care Resource & Referral Agencies across California to understand how they could better communicate the value of My Child Care Plan (MCCP). Parents consistently described the childcare search as overwhelming and impersonal, and many struggled to connect with providers or navigate available tools. Our challenge was to create a campaign that made MCCP feel accessible, relatable, and genuinely supportive.

To authentically reflect the diversity of families MCCP serves, we centered the campaign on real stories. We produced four photo and video shoots featuring actual parents and childcare providers who rely on MCCP’s resources. This approach gave the campaign a level of warmth and trustworthiness that stock content simply couldn’t deliver.

Using this content, we developed a suite of assets including long- and short-form videos, how-to content, social media campaigns, a dedicated landing page, and expanded collateral. We also extended the organization’s illustration system and brand toolkit to ensure R&Rs could use these materials long-term.

The result was a more inclusive, approachable platform that increased clarity, strengthened engagement, and helped more families access the childcare support they urgently needed.

Role: Creative Director, Content Development, Design, Social Media Strategy, Videography & Photography Direction, Client Management, Project Management

Deliverables: Printer Collateral, Landing Page, Digital Ads, Promoted Social Videos, Social Media Graphics, Promoted Social Advertising, Illustration Set, Photography and Video Shoots