Early childhood education was undergoing major changes at the legislative level in Finland, which had an impact on the daily lives and well-being of both children and education workers. Both Tehy and the Finnish Child Care Association (SLaL) felt it was important that those working in the early childhood education industry were aware of future changes and how they will affect their daily lives.
What we did:
We designed the #Kallislasti campaign, which emphasized the importance of early childhood education and aimed to arouse the interest of professionals in the field. When designing the campaign look, it was important that members of both organizations were able to identify elements familiar to the brand from the campaign and experience the campaign as their own. The campaign was implemented in various media channels and on a Finland wide tour.
The campaign’s visual look succeeded well in its goal, as both brands were equally represented and the overall look and feel portrayed the concept. The interaction between the campaign and the target groups was further enhanced through the MyPose image solution, which engaged the target groups to take an interest in the topic and share awareness further.
In addition to their responsibilities, early childhood education professionals have rights that must be respected in order for well-being at work to take place and for educators to be able to carry out and do their work in accordance with their own professional values and ethical principles.