Choose Children

With an upcoming gubernatorial race in California, Silicon Valley Community Foundation (SVCF) and its statewide partners knew the issue of early childhood care and education (ECE) needed to be elevated as a key election issue. Fenton developed the campaign brand and messaging, built out its website and social channels, and digitally managed SVCF’s statewide “Choose Children 2018” campaign, bringing ECE to the forefront of media outlets and candidates’ platforms. Choose Children continues to position itself as a leader in field activation, voter education and state-level advocacy.

Challenge

California’s early childhood care and education (ECE) programs have been cut by $1 billion in the past 10 years. With the state’s 2018 gubernatorial race fast approaching, Silicon Valley Community Foundation saw a prime opportunity to elevate ECE as a key campaign issue. However, with so many high-profile concerns dominating the campaign trail, the Foundation and education advocates needed a strong communications strategy to pierce through the noise and highlight how critical education is for our youngest Californians.

Our Approach

Fenton created a powerful brand identify for Silicon Valley Community Foundation’s campaign, calling on the next governor of California to prioritize early childhood education in their first 100 days. Fenton developed brand identify, name, and messaging, “Choose Children 2018” positioned electing a “Children’s Governor” as critical in the race to become the state’s next leader, putting pressure on candidates to make ECE top of their platforms. Fenton developed a strategic communications plan, digital assets and a field toolkit, oversaw a statewide PR strategy, and managed the campaign’s online presence.

Success

As a result of Choose Children’s powerful presence in the field, Governor Gavin Newsom made ECE the closing argument of his campaign and made a commitment to prioritize the issue in his first 100 days and first budget. The email acquisition strategy also had cascading benefits and the Foundation has been able to leverage their new army of stakeholders to hold the new governor accountable for his commitments.