CWDC Advertising & Direct Mail
Integrated public-sector campaign for early years education
Concept, copywriting and creative direction for a national integrated campaign for the Children’s Workforce Development Council (CWDC), the government body responsible for upskilling professionals working in early years and pre-school care.
The campaign was designed to communicate the long-term impact that a higher standard of education and professional development among early years practitioners can have on children aged 0–5. By highlighting the direct link between skilled early years professionals and improved life outcomes for children, the work aimed to drive adoption and recognition of Early Years Professional Status across nurseries, childcare providers and employers.
The campaign also sought to raise awareness among parents, encouraging them to actively look for and insist upon higher-qualified early years professionals when choosing childcare.
Delivered as a fully integrated rollout, the work included national press advertising, digital assets and direct mail communications. I led the concept development, copywriting and creative direction across all campaign materials.