First 5 California: Talk. Read. Sing. Your words have the power to shape their world

Mollie Bauer

This case study describes how First 5, a non-profit organisation in California, US, promoted brain-boosting interaction with young children by using carefully selected content and media to reach and inspire less advantaged parents.

First 5 California: Talk. Read. Sing. Your words have the power to shape their world

Mollie Bauer

Campaign details

Brand owner: First 5 CaliforniaLead agency: Fraser CommunicationsBrand: First 5 California - Talk. Read. Sing. CampaignCountry: United StatesIndustry: Government, social policy, Public healthChannels used: Cinema, Earned media, buzz, Events and experiential, Internet - display, Internet - search, Newspapers, Online video, Print - general, unspecified, Public relations, Radio, Social media, Sponsorship - event, property, Sponsorship - media, Television, Word of mouth, advocacyMedia budget: 5 - 10 million

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