Turning Need into Demand: A Path to Solving Nebraska’s Child Care Crisis
Access to quality early childhood education is essential for children, families, communities and the economy to thrive. In Nebraska, groups are working across the state to ensure that families who need child care can find it. However, like many states, Nebraska has a child care crisis with over 90% of counties not having enough licensed child care spots to meet demand. And prior to launching a statewide public education campaign, while Nebraskans agreed that early childhood education is important, they didn’t rank it as a top priority relative to other issues.
Nebraskans understand that investments in child care are investments in our future—and communities are working tirelessly on solutions. The Neimand team immediately saw the assets Nebraska has in our community advocates and organizations. Paired with their expertise on early childhood education, voter research, campaign strategy and community outreach, We Care for Kids/Por todos los niños has elevated the hard work of partners across the state and made the issue one of urgency that voters now want real public solutions for.
Walter Gilliam, PhD, Executive Director, Buffett Early Childhood Institute
Solution
In partnership with the Buffett Early Childhood Institute at the University of Nebraska and organizations across Nebraska, we set out to build and demonstrate public support for quality early childhood education and provide a platform that elevates the stories of families, communities and early educators. The statewide, bilingual campaign, We Care for Kids/Por todos los niños, creates a surround sound that highlights the great work already happening across the state and gives voice to the now urgent demand from Nebraskans for the state to invest in child care solutions.
Annual statewide surveys informed campaign strategy from inception. Nebraskans voiced widespread support for child care and early learning, and campaign resources and paid media strategy helped to spread this message and further strengthen awareness across key audiences.
Impact
In the first 18 months, more than 120 partner organizations across the state joined the effort. Annual statewide surveys now demonstrate steady and strong support for early childhood solutions and, most recently in 2024, a demand from Nebraska voters to dedicate significant and sustained public funds to ensure every family has access—an essential ingredient for policy wins.
We Care for Kids/Por todos los niños PSAs and video lift up stories from Nebraska families, early educators and business and community leaders to highlight the importance of early childhood education for all Nebraskans.
We Care for Kids/Por todos los niños is coordinated by the Buffett Early Childhood Institute at the University of Nebraska. Funding is provided by a Preschool Development Grant from the U.S. Department of Health and Human Services, the Holland Foundation and the Buffett Early Childhood Institute.
Services
Creative Implementation
Message & Brand Development
Research & Analysis
Strategy & Campaigns