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California Essentials for Childhood Initiative (CA)

The California Essentials for Childhood Initiative uses a public health and collective impact approach to align and enhance collaborative efforts to promote safe, stable, nurturing relationships and environments for children, youth and families through systems, policy and social norms change.



The Centers for Disease Control and Prevention (CDC) has released a new family-centered advertisement campaign that provides simple tips and guidance for what parents can do to help their families stay safe.

Please see below:

We are excited to share with you this fun, family-centered campaign that arose from Ad Council research of audiences, and a need to provide simple tips and guidance for what parents can do to help their families stay safe. It’s expected to get a lot of media attention and prominent use. All the creative work and the media channels and platforms are provided on a donated basis to this national COVID-19 campaign by the Ad Council and carry the CDC logo. 

  • Hill Holliday created digital videos, banners, TV spots, and social graphics to help drive awareness among families around household cleanliness, hygiene, and social distancing. 
  • The “Stay Here-o’s” animated series encourages parents to teach their kids how to be superheroes., sends parents directly to CDC’s website where they can easily get the information they need. Essentials for Parenting Toddlers and Preschoolers is a featured resource on the CDC daily life coping page/children page.
  • On May 6th Extreme Reach will send out the TV public service announcements (PSAs) to all broadcast stations and networks across the country. Extreme Reach is the system from which stations receive ads for placement.
  • Meredith Corporation will run a parent-centric print ad in People and Entertainment Weekly, providing tips on hand-washing, physical distancing, and checking in with their kids.
  • Walt Disney Television is leveraging the “Stay Here-o’s” assets to create social content that addresses children’s mental health during the pandemic.
  • Wordsworth+Booth has developed three new radio spots including a song, educating parents about the ways to protect their families, and keep them safe.
  • is running a global open call to source COVID-19 artwork and will turn select pieces into PSAs for use in digital outdoor, print, and static banners. The first round of assets includes custom artwork from renowned independent artists Shepard Fairey and Thomas Wimberly.
  • The Washington Post has created a print ad running in the publication to support the #AloneTogether initiative. Additionally, WP Brand Studio assisted the Ad Council’s research report “Coping with COVID-19,” measuring shifts in public perceptions among various demographics amidst the pandemic.



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