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Public Education Campaign

Los Angeles Universal Preschool

BACKGROUND 

Los Angeles Universal Preschool (LAUP) is dedicated to increasing children’s access to quality preschool. To move toward more sustainable funding streams for quality preschools, the public needed to better understand why quality preschool should be a high priority for society.

STRATEGY 

Hershey Cause Communications developed a strategic communications plan for LAUP that included the development and focus group testing of the new public education campaign. With limited resources for research, the focus groups were designed as hybrid strategic and creative development groups with a wide range of stakeholders. The research objective was to provide LAUP with important information about attitudes and perceptions of preschool among key target audiences, test the messaging strategy and provide clear creative direction for campaign refinement.