Making affordable child care a reality in BC.

A crisis explained in policy language.

The $10aDay Plan was rigorous — born in academia and public health, backed by evidence, and written like it. To become an election issue, it needed a story ordinary British Columbians could carry: what the crisis costs families, who it hurts, and how the plan fixes it.

An identity built to travel.

We designed a versatile campaign logo and full visual identity with brand guidelines, then reworked the messaging into a narrative anyone could repeat: here's the crisis, here are the people living it, here's why it's happening, and here's the plan that solves it.

Through the campaign we managed email blasts, social media, and outbound communications, keeping one consistent voice across every channel.

A digital engine with a supporter memory.

NationBuilder became the campaign's backbone: website and CRM in one, so every action a supporter took — on the site or on social — flowed into a single profile. That let the campaign segment its audience, tailor its communications, and read progress riding by riding.

We layered on New/Mode tools so supporters could send letters to their local newspaper editors and messages to elected officials, and ran targeted Facebook advertising that found likely supporters in strategic regions on a minimal budget.

Child care on the ballot.

The campaign engaged tens of thousands of voters from every riding in BC. Petition signatures tripled. Thousands of British Columbians sent their child care stories to provincial candidates. Hundreds of local governments, school districts, labour organizations, and businesses signed on, and communities across the province held stroller brigades in support.

By the 2018 provincial election, child care was a defining issue with majority public support — and all three major parties committed to significant child care investment. The BC NDP, elected on a commitment to implement the $10aDay Plan, moved to deliver it: 66,000 new spaces planned in five years.