VPM
"When, Then"
Showing caretakers how they can make a difference.
Starting With the Stats
The first five years of a child’s life is critical. In fact, 90% of a child’s brain is developed by age 5. That can feel like a big task for parents— it’s so much responsibility. But the really good news? Much of what parents need to teach their children can be done while they’re doing other very normal life things.
Enter Virginia Public Media. VPM doesn’t just have great educational TV programming. They also have resources for childhood development. VPM wanted to raise awareness for these resources, so that’s when they tapped us.
When, Then
Before we landed on a creative platform to launch this idea, we started with a simple, yet informed brief. That was to make early childhood development a natural part of their (caregivers) routine and lifestyle. Again, parents and caretakers have it hard enough as it is, so let’s show them that even the smallest steps can have tremendous implications.
What we came up with was “When, Then.” For something as important as childhood development, we didn't want to lecture overworked parents. We wanted to show that VPM understands and can empower them. So, WHEN a parent reads with their child, THEN they can learn anything. And WHEN we landed on a great idea, THEN we executed it.
When You Have Great Partners,
Then You Make Good Work
It takes a village to bring a creative campaign to life. So, working with our partners at VPM, we enlisted the help of Bee Johnson to create exceptional, illustrated When, Then scenarios that would be used for social, digital and out of home.
And, working with our good friends at Spang TV, we brought the script to the screen. Director Jordan Rodericks really made each caregiver/child relationship feel real through casting and capturing real life moments. And that’s what it’s all about.
