Bozell presents the key to unlocking a child's potential in a new statewide campaign for the Washington State Governor's Commission on Early Learning.
The Seattle shop teamed up with crosstown public relations firm Cocker Fennessey to pitch the client.
The $1.5 million campaign, launched in early June and running for 12-18 months, includes direct marketing, a Web site, collateral materials and four print ads in regional editions of magazines such as Better Homes and Gardens, Time, People, Family Circle and Newsweek. Two 30-second TV spots will break in July.
"The whole thing is to get inside the parents' or caregivers' heads ... and try to say that those things you do in the formative years are very important," said Dave Sharp, Bozell management supervisor. The campaign emphasizes that many essential characteristics are formed in the first few years of life.
The TV spots promote a brochure: "Ten Simple Ways to Encourage Your Child's Ability to Learn." In one spot, the words "Who are you little one?" appear, along with images of parents, caregivers and children and additional questions such as, "Is there music inside you?"
Also in the works is a series of five or six half-hour TV programs on topics such as discipline and choosing a child-care provider, each with its own collateral piece, said Sharp.