HERSHEY
CAUSE
Los Angeles
Universal Preschool
Television :15
1
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.
To do so, 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. 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.
Hershey Cause Communications
conducted groups with a wide range
of stakeholders including seniors,
business owners, parents/caregivers
and Spanish-language speakers. Focus
group respondents included individuals
positively, negatively and neutrally
pre-disposed to the idea of quality
preschool. Of particular interest, was
the groups’ feedback on available
research datapoints in support of quality
preschool which significantly impacted
key messages.
Other important findings included
strategy refinements to enhance the
cultural competency of the campaign.
2
AUDIO: 50-year-old man speaks with
4-year-old’s voice.
VO:
For society...
4
3
AUDIO: Same 4-year-old voice from the
man now at 30 years old.
VO:
...to be prosperous…
5
AUDIO: Same 4-year-old voice from the
man now age twenty something.
VO:
we all...
6
Kids who attend quality
preschool are 4 times
more likely to earn a
college degree.
Learn why at LAUP.net
Preschool.
It’s not just for kids.
AUDIO: Same 4-year-old voice from the man
now as his 4-year-old self.
VO:
have to start here.
AUDIO: Adult announcer voice over.
VO:
Kids who attend quality preschool
are 4 times more likely to earn a
college degree.
TV Ad Concepts
SHE IS 5
TIMES MORE
LIKELY TO
OWN A HOME
BY AGE 27.
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aut quibus aut am voles ipsandipiet eossitist atur, volor
simpore, id quasped ullum aut.
Preschool. It’s not just for kids.
Learn why at LAUP.net
EN EL
VOCABULARIO,
ELLA TIENE LA
ÚLTIMA PALABRA.
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qui odita solenduntia quam rem nonse et od maio blabor si
aces es sum velit ea dolorep ereicium, sum sintia nonsequo
este quae excerum rectionsequi cor Dia nonectemos aut
quibus aut am voles ipsandipiet eossitist.
The campaign launched in the spring
of 2013.
El preescolar. No es sólo para los niños.
Aprenda más en LAUP.net
Print Ad Concepts
AUDIO: Adult announcer voice over.
VO:
Preschool. It’s not just for kids.
Learn why at LAUP.net.