Department of Education
Free Kindy
Opportunity
Free Kindy is a major investment in Queensland families. But policy doesn’t drive enrolments on its own.
In a category dominated by functional, worthy messaging, we saw the opportunity to make early education feel energising and purposeful. Not as childcare. Not as funding. But as a four-year-old’s first big mission.
Solution
We created Operation Kindy, a campaign that puts children in charge and reframes everyday Kindy moments as acts of teamwork, discovery and purpose.
Rolling out across film, audio, outdoor and social, the platform brought warmth and distinctiveness to a government initiative, showing that when you give four-year-olds a mission, they take it seriously.
And when you give them Free Kindy, you give them a head start.
