The childcare sector faces a critical challenge, with escalating expenses weighing heavily on parents and low earnings comprising quality of life for early childhood educators. In New York City, 25% of childcare workers live in poverty, and 80% of families cannot afford care for a single child. 

This reality has fueled tensions within the ecosystem, leading to a tug-of-war between parents and early childhood educators over budget and policy. 

In 2023, the Reimagine Childcare program partnered with its first state coalition, the Empire State Campaign for Child Care (ESCCC), aiming to unite parents and early childhood educators across New York in a joint effort to advocate for improved conditions for all. 

We quickly learned from parents that there’s no shortage of passion or alignment on this issue—parents are eager to support those who help care for their children, but they didn’t always know how to help.

The IDEO​.org design team developed the ​“Find Your Role” Campaign on the premise that there is a role for every parent to become an advocate for a childcare system that is more abundant, affirming, even more rewarding, and truly for all.

Campaign materials included a 30-second quiz to help parents identify how they might contribute. This quiz culminates in a personalized action card, outlining specific steps tailored to their strengths. Additionally, print-ready materials were developed to facilitate engagement between parents and early childhood educators during in-person coalition gatherings.

By highlighting that there is no single or right way to show up, the campaign celebrates parents’ existing skills and strengths and invites them to get involved in ways that work for them. Ultimately, the campaign is about parents standing with childcare workers to demand a system that works for everyone—kids, families, and caregivers. The coalition is set to launch Find Your Role in 2024 at tabling events and organizing meetings.