Challenge 

The Early Years and Childcare sector are facing a recruitment crisis. For the first time since records began, the number of unemployed people in the UK was lower than the number of job vacancies advertised.  

The sector has seen fewer people apply for jobs or apprenticeships, with many choosing to join competing industries like roles in hospitality or retail.  

Our challenge was to change the minds of people who think they're not suited to the sector. We wanted them to see that their unique perspective is key to a child's development and that a career in childcare is not just noble, but magical too. 

Solution 

Our ambition was to elevate the status of childcare by showcasing the imaginative children they care for. The campaign ‘We’re Seeking Childcare and Playworkers’ observes children playing the familiar children’s game hide and seek. We watch them search all the likely – and unlikely – places their carers could be hiding, eventually and joyfully finding them.  

At its core, this campaign brings to life the sweetness and innocence of children, whilst visualising the joyful and important work those who work in the sector do. 

The hide-and-seek narrative provides the sector with a rich creative vehicle that will work not just for this campaign, but for future campaigns to come. Our expert creative team developed the concept across multiple channels selected by our in-house media planners which included TV, radio, paid social and programmatic display. Along with paid assets, a photography bank was developed for the client to use on owned channels and ensure longevity for future campaigns.   

Results 

Reached 98.36% of all adults in Wales 

Over delivered against all planned KPIs 

Delivered 966% more landing page views than planned 

Drove 46,298 Users to the WeCare Wales website