Raising Awareness & Status Case Study



The objective was to elevate the status of Child Care Workers in Alberta from a “Baby Sitter” status to a professional career class.


Our strategy was to publicly honour child care workers for their skilled, trained practice in the development of children’s learning and to procure nominations by parents, childcare owners and operators. Nominees were recognized with a special lapel pin, finalists received prestigious awards at a public function.


Nominations received increased by 28%. 250 people attended the Gala at maximum capacity with a waiting list of 50 people. Status for Child Care Workers has been elevated since this campaign.