Spotlighted and exacerbated by the COVID-19 pandemic, the early childhood education and care system in the US is broken. Against the backdrop of the pandemic, advocates in Illinois were faced with a once-in-a-generation opportunity to reform the system. But to make substantive change, they knew they would need a significant show of public support.
Purpose drew from its extensive Early Childhood Lab findings to design the Right to Care brand and campaign. With a goal of building awareness around the human side of the childcare crisis & its possible solutions, the campaign is rooted in uniting families, caregivers, educators & advocates to push narrative and policy change. Through social media content, a new digital community hub, online resources, a website, focus groups & a targeted advocacy campaign, Right to Care has built a powerful and visible coalition of impacted families, professionals and advocates working to make real change in the child care system.