CLIENT
United Way of Massachusetts Bay

PROJECT
"Invest in Children" License Plate

AUDIENCE
All registered drivers in Massachusetts

PROGRAM PARTNERS
Massachusetts Registry of Motor Vehicles, State Office of Child Care Services, and key corporate sponsors

PURPOSE
To promote a new special interest license plate in support of the Child Care Quality Fund, a program of OCCS, to help fund selected nonprofit childcare organizations in Massachusetts

PARTNERSHIP PROGRAM TO BENEFIT MASSACHUSETTS CHILDREN

Massachusetts State Representatives supported legislation to launch a new State license plate, the “Invest in Children” plate, with a mission to improve the quality of childcare in Massachusetts. The concept of specialty license plates had been successful in raising funds for other causes such as the endangered right whale and certain environmental issues.

In partnership with key supporters, the United Way of Massachusetts Bay took the lead in marketing the first-in-the-nation license plate for childcare, from the initial strategic planning stage to campaign development and launch.

Leslie acted as marketing consultant and project director for the Invest in Children Campaign, working closely with UWMB’s in-house marketing group during an 18-month period. The assignment involved strategic development and direction of all marketing functions associated with the Campaign including content, creative development, and production of print-, web- and broadcast-based communications, advertising, corporate sponsorship, pr, promotion, events, liaison between UW and its partner organizations, the Mass. Registry of Motor Vehicles, State Office of Child Care Services, and corporate sponsors.