Progress for Success

Growing together…our future starts with you

Our brief was to encourage people who work in childcare to upskill their qualifications, in order to further their careers, and to help give children a better start in life.

Our campaign aim was to empower both practitioners and employers who work in the early years, childcare, play working, and child minding settings. It highlighted the benefits of upskilling, beyond improving outcomes for children, for both practitioners (developing their career) and for employers (creating better business opportunities through more skilled staff and reassured parents).

We developed a brand and logo for the Government scheme, ‘Progress for Success’, which would be used across a broad range of marketing materials.

Tone-of-voice was key for the campaign, communicating the benefits of Progress for Success, 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 Progress for Success, both online and offline, with a combination of booklets, social media, digital banners, infographics, and email signatures.