THE CHALLENGE
Break down NCECF’s complex economic report into impactful, understandable language — and get it in the hands of key policymakers and business leaders
THE RESULT
A strategic blend of core messaging, visuals, newsletter copy and media relations that got the attention of NCECF’s target audiences — and built a strong foundation for future campaigns
MEDIA
Website — New Report: Child Care Crisis Cost NC 2.4 Billion Yearly — Before the Pandemic
News — Report: Affordable Childcare Crisis Could Cost NC Billions
Newsletter — Early Bird by EdNC
Infographic — Rebuild Child Care Together
Imagine this: every child in North Carolina on track for opportunity and success by the end of third grade.
A bold mission. We’re far from that reality. But that hasn’t stopped the North Carolina Early Childhood Foundation from rocketing toward that goal. NCECF advocates for the state’s littlest learners by engaging business, faith, law enforcement and community leaders as early childhood champions. The team leads and supports local and statewide collaborations, and advances early childhood policies.
Which is why NCECF commissioned a first-of-its-kind economic report after the pandemic hit to show the crisis’s impact on children, families and our economy.
COVID-19 impacted everyone, but women — especially women of color — have been disproportionately affected.
Annually, more than 400,000 NC parents struggle to find care for their young children — which in turn directly affects their job security. For most NC families, child care was unaffordable even before the pandemic, costing more on average than in-state college tuition.
The good news:
Investing in an affordable, high-quality child care system would lift up not only women and children, but all North Carolinians. And it’s possible.
Revitalizing NC’s job market and economy starts by making sure its littlest are taken care of.
The challenge?
NCECF needed policymakers and business leaders to understand the urgency of child care funding.
But there was a lot of noise to break through. They needed their report to reach state and local policymakers and business leaders at a time when President Joe Biden’s inauguration was weeks away: besides pandemic news, attention on political media was dialed up.
So to get the analysis in front of that target market, they turned to Forthright for strategy and partnership.
To achieve their goal, Forthright collaborated with NCECF on four key areas: core messaging, visualization, newsletter strategy and media relations.
First, Forthright laid the groundwork with core messaging. The foundational messaging strategy created a consistent way to talk about the goals of redefining childcare, while highlighting important takeaways from the economic report.
But messaging alone isn’t enough when it comes to such complex topics. Did you know 90 percent of information transmitted to the brain is visual? That’s why visuals improve learning and retention by 400 percent. To leverage this knowledge — and help business owners and policymakers understand what children and families across the state are facing — Forthright built an infographic to pair data with engaging graphics.
To round out the campaign messaging, Forthright drafted newsletter copy that NCECF’s team could use as is, or tweak as needed.
And last, NCECF needed media relations to ensure their message got delivered straight to their target audience.
That’s why Forthright:
Drafted a press release that highlights the most vital data from the survey, while also making real connections for the journalists reviewing the news
Created a targeted media list to connect with education, economic and NC reporters, while focusing on parents as well
Wrote personalized pitches to give context for the most important media contacts
Distributed the press release to NC and national journalists and influencers
The result of the multifaceted communications approach? NCECF’s economic analysis report was covered in the media and shared by thought leaders on social media platforms — giving them a strong foundation for future campaigns as well.
Every individual impacted by this report matters. A brighter future for our children is one step closer.
“Forthright is a gem. We are so fortunate to get to work with you and would recommend you to anyone.”
— Muffy grant, NCECF Executive Director
