Light Years Agency / Thriving Families
Thriving Families
Reframing the way parents think about parenting.
Key Services
Campaign Strategy
Art Direction
Illustration
Brief
A steering group of local councils, and schools in Melbourne’s east engaged us to help shift the way parents think about parenting.
The research showed improving the support a parent gets, improves a child's development, which in turn improves the whole community.
The challenge was to inspire a mindset change, not dictate behaviour.
Approach
We designed a strategy and creative to create intrigue and stand out within parents’ social media feeds—using emotional cues and subtle provocations to create interest.
The bright fun creative used characters to capture attention and create warmth with the audience.
Outcome
The strategy shows how a simple idea can be used to reach the whole community.
The campaign was delivered through trusted, existing channels—leveraging the equity and reach of schools, councils, and support organisations to amplify messaging across a wide and diverse audience.
