The movement to strengthen early childhood education in Detroit is growing, and we are excited to be a part of it. The Southeast Michigan Early Childhood Funders Collaborative engaged us and our partners to plan, design, and implement a citywide campaign to boost enrollment in Detroit’s 65 Head Start centers, and increase awareness about Head Start in general.
Detroit Head Start is managed by multiple nonprofit providers. We worked with each of these agencies to evaluate their existing service enrollment process, communication tools (if any), and brands. We then held participatory design workshops with over 30 parents and caregivers, as well as Head Start employees and center directors.
We learned from the workshop participants that they trusted word-of-mouth communications from their friends and neighbors more than official, government fact sheets and they enjoyed seeing pictures of children learning at Head Start centers and hearing directly from other parents and providers. Our visuals, therefore, include many pictures as well as direct quotes from Head Start staff and current/former Head Start parents. The Work Department also co-crafted bilingual campaign messages with parents and created a unified brand identity that effectively spoke to our target audience: other parents.
To build momentum and connect with new families, we developed an ongoing stream of original content for the website, Facebook, and paid online advertising. An invaluable asset throughout the campaign has been the stories we heard and were able to share from Detroit families who have been impacted by Head Start. See them at on the Detroit Head Start website in both English and Spanish.
Presently, we are continuing this work with our partners by focusing on generating continued messaging about center openings, provider career opportunities and various events and resources provided by the Detroit centers. Follow the national Head Start conversation at #HeadStartWorks.
- Visual Design
- Brand Identity Development
- Online Engagement Strategy
- Participatory Design