Bringing up a child in the first few years can be frightening and often isolating, especially for lower socio-economic, CALD and Indigenous communities who often don’t have access to child care or appropriate support.

While the first 2000 days (5 years) of a child’s life is vitally important in the developing their brains and future lives, this in itself is daunting.

In this idea we wanted to put the 2000 day project in the minds and hearts of every parent in Australia, and demonstrate how those first years are the most crucial in making healthy, well-balanced children. However, we wanted to present this journey in an inclusive, supportive way that’s accessible to all parents.

We achieved this by literally bringing these 2000 days to life through seeing children create, interact, laugh, play and make something different every day, progressing from birth to age 5. We wanted to show how these simple things such as play-based learning can lead to positive brain development and better futures for all children.

The 2 day shoot, wrangling 25 talent under the age of 5 was no mean feat but the team at KNACK made the production seamless from beginning to end. Big shout out to Director Nick, DOP Rob and Producer Ben for making a beautiful campaign which will actually make a difference to thousands of young children and families.

The campaign consisted of a raft of 60”, 30” and 15” video content pieces and 30” radio spots. The long form videos were created to cut through the digital noise and deeply engage in the personal story.

The videos and radio delivered on specific audiences via paid digital and social placements to target either Gen-x or Gen-y couples and single parents, from a variety of socio economic backgrounds.

”NSW Department of Education engaged JimJam to develop the creative platform for the Brighter Beginnings early childhood development initiative. The team delivered an exceptional, high impact creative campaign that we can be very proud of. There was no questioning the high quality across the suite of creative assets produced.  Throughout the project, Charlie and Alana were approachable, flexible and adapted to challenges with enthusiasm and willingness to understand and accommodate our needs. It was a pleasure to work with the team“ – Ashley Fitzgerald, Manager, ECEC Digital Content and Campaigns | Communication and Engagement.

JIMJAM CD Charlie Cook said, “Most of our team having children 5 and under which made working on this initiative even more meaningful. It was an absolute privilege to be involvedin a project that will hopefully change lives and communities in a profound way. They say never work with animals or children however, believe it or not, this was a pleasure.”