CSMO – ÉSAC – Campaign
Le parcours ça marche
Opportunity
The early childhood sector in Quebec is currently facing a serious challenge in attracting and retaining qualified educators. CSMO-ÉSAC created the Parcours travail-études en petite enfance (early childhood work-study pathway), which allows employers to meet their labour needs and enables students to alternate between work and study while being paid. Our team was mandated to develop a campaign to promote and recruit within the early childhood sector. Supported by ongoing content, the campaign needed to increase the number of employer registrations, reach the target number of candidate registrations for the pathway, and elevate the profession.
Creation
The campaign’s creative concept highlights the idea of growth and development for children, employers, students and educators within childcare settings. We photographed and filmed real moments in a childcare centre enrolled in the Pathway in order to show everyday reality. Illustrations symbolizing children’s imagination and the influence of educators on their development were created and overlaid on the visuals. This blend of real-life and playful elements is perfectly suited to the early childhood sector. For both target audiences, the visual approach and campaign art direction were kept similar so that all creative pieces felt like part of a single, unified campaign. We also produced informational videos to help both candidates and employers understand the details of the Pathway.
Impact
By shining a spotlight on real educators, we found a human and playful way to tell their stories and break down certain myths and prejudices surrounding the profession. The Winter 2024 cohort was the strongest yet in terms of external applications. The B2B communications generated 3.8 million media impressions and 50,095 clicks to the campaign. This led to a record number of employers registered on the portal (+295), a 35% increase compared with the previous year. The B2C communications received 9.5 million media impressions and 67,313 clicks to the campaign. This made it possible to reach the registration threshold for the Pathway and achieve a record number of external candidates, 744 (+300), an 80% increase over the previous year.
“Since 2023, the Parcours travail-études en petite enfance team has collaborated with Republik on five communication campaigns. We appreciate their professionalism, their quick understanding of our challenges, the precision of their wording and the rigour of their follow-ups. Despite a project with limited room to evolve, they manage to renew themselves with each campaign through creative ideas and a solid strategy, and we are very satisfied with this collaboration.”
