In 2023, NYC launched an historic initiative that is essential to the full recovery of NYC, post-COVID. Mayor Adams made it a priority to provide accessible child- care and early childhood education to these NYC families by creating New York City Child Care Plan, which offers parents access to the affordable child-care they need to allow them to go back to work or school.

This multilingual campaign serves to drive awareness and registrations in this program to help working families, especially those of color, to find the child care they need to advance and thrive. This Spanish TV spot is customized for the Hispanic community and is accompanied by an nglish spot that speaks to an incredibly diverse population. Digital and community-based media (radio, newspaper, outdoor, transit) were added to target the Chinese, Haitian, Russian, Indian, and Armenian communities.