We were tasked with building awareness for the Victorian Government’s Kinder campaign, creating bespoke content designed to genuinely support parents through a pivotal stage of their child’s journey. The brief called for information that felt credible, accessible and reassuring, without being overwhelming or impersonal. By combining expert-led conversations with real, on-the-ground insights from parents out in the community, we were able to reflect both professional guidance and lived experience. The result was a well-rounded, trust-building campaign that met families where they were, offering support when it mattered most.