Research showed that awareness and positive attitudes towards government kindergarten funding had declined. Many families did not understand what 'Free Kindy' meant in practice. Some parents chose to keep their children at home instead of sending them to kindy. The challenge was to clearly explain the value of free kindy and reconnect with parents of children up to four years old across Queensland.

To truly connect with parents of children up to four years old across Queensland, we partnered with The Wiggles and leveraged their enormous reach and trusted connection with young families. Through a touring activation, we embedded the Free Kindy message directly into The Wiggles' concert series across the state, helping parents easily understand what free kindy offers including learning, imagination and fun, all while sharing positive and memorable experiences with their children.

Research showed that awareness and positive attitudes towards government kindergarten funding had declined. Many families did not understand what 'Free Kindy' meant in practice. Some parents chose to keep their children at home instead of sending them to kindy. The challenge was to clearly explain the value of free kindy and reconnect with parents of children up to four years old across Queensland.

To truly connect with parents of children up to four years old across Queensland, we partnered with The Wiggles and leveraged their enormous reach and trusted connection with young families. Through a touring activation, we embedded the Free Kindy message directly into The Wiggles' concert series across the state, helping parents easily understand what free kindy offers including learning, imagination and fun, all while sharing positive and memorable experiences with their children.

Research showed that awareness and positive attitudes towards government kindergarten funding had declined. Many families did not understand what 'Free Kindy' meant in practice. Some parents chose to keep their children at home instead of sending them to kindy. The challenge was to clearly explain the value of free kindy and reconnect with parents of children up to four years old across Queensland.

To truly connect with parents of children up to four years old across Queensland, we partnered with The Wiggles and leveraged their enormous reach and trusted connection with young families. Through a touring activation, we embedded the Free Kindy message directly into The Wiggles' concert series across the state, helping parents easily understand what free kindy offers including learning, imagination and fun, all while sharing positive and memorable experiences with their children.