After the success of the Baby Small campaign, The Urban Child Institute once again asked us to lead a public service initiative—this time focused on connecting the dots between early parenting and long-term success. The campaign shifted attention to toddlers and the critical years following infancy, helping parents understand how everyday interactions shape their child’s future happiness, relationships, and success in school and work.

We developed two 30-second video spots, radio ads, a campaign landing page, digital and print advertising, and email communications—all anchored by the message: “The first years last a lifetime.” The campaign’s tone was warm and empowering, offering encouragement alongside easy, actionable tips for parents. Visually and verbally, the work continued the clarity and optimism established in Baby Small—using bright, inviting headlines and language that framed parents as active, hopeful agents of their child’s future.

The campaign expanded UCI’s voice in the community and reinforced their role as a trusted, accessible resource for families across Memphis. With this work, we helped parents see that their everyday choices—starting now—carry lifelong impact.

Strategy, Creative Direction & Relationship: Conviction / Story & Voice Over: Lyndsay Sanders / Design & Animation: Bran Dougherty-Johnson / Music: Joel Pickard