Award-Winning Campaign Promoting Awareness of Early Learning Resources for Children in New Mexico
THE CLIENT
MediaDesk - a creative agency involved with developing content for several non-profit organizations in New Mexico. The agency focuses on local issues and reinvests profits into the community.
THE BRIEF
The concept of a media campaign promoting early childhood learning was co-created by MediaDesk, United Way of Central New Mexico, University of New Mexico's Family Development Program, and New Mexico PBS (NMPBS)
Entitled 'Moments Together', the statewide campaign would build upon the successes of another such campaign piloted in neighboring Bernalillo County called 'Making Moments Matter'.
Focusing on the health of children between the ages of 0-5 years old, 'Moments Together' was intended to create more awareness around the importance of children engaging in attentive, brain-building play with those who love them.
In addition to highlighting the impact of everyday moments, the campaign sought to share information about early learning programs and opportunities across the state.
MediaDesk had the idea to produce multiple spots that featured an animated New Mexican family living in recognizable, photographic backgrounds of the state's distinctive landscape.
THE CHALLENGE
Representing an authentic New Mexican family through the animated characters was important to this project. We wanted people to identify and relate to the message, to know that it was made specifically for them. The illustrations feature charmingly diverse characters that are representative of the local population. The use of a single wash of color for each child and caregiver in the clips lent a simplicity and signified imagery that would often be found in early education and content created for very young children.
For the background imagery we were asked to obtain photos of the New Mexico landscape, but this was not as straightforward as it sounds. The project came to us at the very beginning of the COVID-19 restrictions, so we were unable to shoot on location. However, with some ingenuity, we used our own house to create the right setting for this clip.
THE RESULTS
Together with MediaDesk we delivered animations and memorable characters that have captured the hearts of New Mexicans. The spots for 'Moments Together' ran on the local PBS channel and billboards throughout the state.
