The Challenge

Early childhood from conception through the early years of life presents a unique window to influence a child’s life-long ability to learn and grow optimally. The first 1000 days of a child’s life from the time of conception to a child’s second birthday are very crucial to his potential development as they can build a lifelong foundation for positive development.

Due to the lack of awareness materials in Arabic Language on nurturing care and early stimulation practices in the home, and the unavailability of comprehensive content information in Arabic Language, culturally suitable for the UAE, UNICEF Gulf Area Office (GAO) and The Supreme Council For Motherhood and Childhood (SCMC) in cooperation with The Ministry Of Health (MoH) developed content information in Arabic and English languages to guide expecting parents on all aspects around pregnancy, as well as on appropriate ways to engage in nurturing care, positive parenting and early stimulating and learning activities with their children.

Objectives

The main objectives of this project were to :

1. To create a brand identity and convert content for online use that will be used for the 1000 Days launch Campaign

2. To develop a specific online strategy to promote the launch of the campaign and increase its impact.

What We Did

1. Online Campaign Strategy Design

   • Conducted a thorough media landscape analysis and influencer mapping.

   • Created the brand ”Shape Their Future” as well as social media accounts on: Facebook, Youtube, Instagram

2. Creative Content Development

   • Adapted content to design:

     • 11 Motion Design videos

     • 150 Posts

3. Implementation

   • Designed a 2-week launch campaign, and a calendar content plan

Strategy Development

What does it include?

• Launch and promote the new brand ”Shape their Future” as the official guide for parents and expecting parents

• Educate & Create awareness around childhood development during the first 1000 days

• Provide parents and caregivers with comprehensive content in Arabic, culturally suitable for the UAE

• Ensure better visibility and reach of early childhood development content

• ATscale supports inclusion in situations of crisis and conflict.

Target audience analysis

1. Primary target audience: Parents and caregivers of children aged 0-3 years who have lived in the UAE, whether they are Emiratis or migrant workers, parents or live-in nannies or grandparents taking care of young children

2. Secondary target audience: ECD practitioners – that includes health workers that are in contact with parents and caregivers from conception, early education specialists, day-care workers, protection services, etc.

3. Third target audience: The public, who play a key role in contributing to the development of an enabling environment for ECD.

Findings

• Millennials are becoming parents – accounting for 82% of babies born in 2016 around the globe

• Parents/caregivers depend more on helpers/nannies to take care of their children

• Work is the main reason for parents not being able to spend more time with their children

• Most parents live on their own with no family members to help and support them in raising their children

• Fathers can be more involved in raising their children alongside their spouses

Impact

MAGENTA produced several key visuals:

• 4 concept characters and a supporting cast

• Attractive campaign branding and different logo options

• 150 varied posts based on adapted scientific content

Content included:

• Informative evidence-based entertaining illustrations in English and Arabic

• Informative and attractive short motion design videos in English and Arabic