We developed a brand and logo for the Government scheme, ‘Progress for Success’, which would be used across a broad range of marketing materials.
Our objective was to create a campaign which would empower both the practitioners and employers who work in the early years, childcare, play working, and child minding settings. The primary message, consisted of highlighting the benefits of upskilling for practitioners, and improved outcomes for children, and the better business opportunities this could bring for employers.
Tone-of-voice was key for the campaign, communicating the benefits of PFS, and never preaching or overselling to the audience. This was directly complimented by real and natural photography, which never appeared staged or ‘set-up’, and showed practitioners and children at work and play.
We also made sure the photography was as inclusive as possible, showing the target age group for practitioners of 25 and above, in addition to different children’s ages, and different ethnicities and gender.
The campaign is helping to raise awareness of PFS, both online and offline, with a combination of booklets, social media, digital banners, infographics, and email signatures. Watch this space for further updates on the progress of this campaign.