New campaign from NSW Department of Education reframes early learning
During the first 2,000 days of a child’s life — from in utero to school age — more brain development occurs than at any other time – setting the parameters for how that child will grow and life for the rest of their lives.
NSW Department of Education and NSW Health have developed a tool to support parents through this important period of a child’s life, and a new campaign, steered by creative agency JIMJAM.
The campaign aims to put the first 2,000 days in the “minds and hearts of every parent and carer in NSW” to demonstrate how those first years are the most crucial when making health decision.
JimJam was tasked with presenting the messaging in a way that was inclusive of low socio-economic, CALD, and Aboriginal communities.
“Most of our team having children five and under made working on this initiative even more meaningful,” explains JIMJAM creative director, Charlie Cook.
“It was an absolute privilege to be involved in 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.
“We achieved this by literally bringing these first 2,000 days to life, seen through children creating, interacting, laughing, playing, and making something different every day, progressing from birth to age five.
“We wanted to show how these simple actions, such as play-based learning, can lead to positive brain development and better futures for all children.”
Cook admits wrangling 25 children under the age of five, for a two-day shoot, was “no mean feat”.
The campaign consists of a number of 60”, 30”, and 15” video content pieces, and 30” radio spots.
CREDITS:
Agency: Jim Jam Ideas
Executive Creative Director: Charlie Cook
Account Director: Alana Fechner
Art Director: Paul Carpenter
DOE Director, ECEC Strategic Communications: Laura Dawson
DOE Manager, ECEC Digital Content and Campaigns: Ashley Fitzgerald
DOE Senior Communications Officer: Melinda McMillan
DOE Communications Officer: Laura Moon
Production:
Production Company: Knack Studios
Executive Producer: Robert Norman
Senior Producer: Benny Gattegno
Director: Nick Sullivan
Director of Photography: Robert Norman
1st AD: Stuart Beedie
2nd AD: Marcus Peters
1st AC: Luke Rodely
2nd AC: John Katz
2nd Assist: Gerald Diel
Art department:
Production Designer: Maddie Kerry
Art Department PA: Margarita Gershovich
Art Department PA: Joshua Mullane
Art Department PA: May Kiyama
Electrical:
Gaffer: Simon Walsh
Best Person Electric: Clay Elliot
Key Grip: Kris Wallis
HMU: Belle Morgan
Runner: Aidan Polios
Children’s Safety: Kate Barnes
Registered Nurse: Sandra Strudwick
Post Production:
Editors: Tim Eddy & Nick Sullivan
VFX: Tim Eddy
Colourist: Alina Bermingham
Composer: Jonny Higgins
Sound Mix and Design: Jonny Higgins
Stills Photographer: William Hartl
DIT: Dan Hillburn
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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zzzzzzzzzzzz way too long does it really need to be one min?
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