Ready to Succeed Partnership

Be Their Hero from Age Zero

Be Their Hero from Age Zero was a statewide multi-media campaign for the Michigan Ready to Succeed (RTS) Partnership and 57 Intermediate School Districts. RTS is a consortium of businesses, foundations, educators, legislators, and others whose mission is to improve early childhood development from birth to age five. 

The charge was to change a cultural paradigm throughout Michigan about early childhood brain development. Geared toward parents and caretakers of children ages zero to five, specifically high-risk children and minorities, the campaign included print, radio, TV, collateral materials, and billboards. Due to budget constraints, the campaign was executed in a six-week media “blitz”. Paid media dollars of $688,143 were negotiated to achieve a value of over $1,376,288 of media exposure which resulted in a 15.3% statewide recall of the campaign, three American Advertising Awards, and continued syndication.