YoungStar is a Quality Rating and Improvement System (QRIS) established to improve the quality of child care in Wisconsin. The Department of Children and Families (DCF) contracted with CMR to develop and implement a statewide outreach campaign to raise awareness and increase buy-in of the YoungStar initiative. Research performed at the onset of the campaign revealed that audiences did not possess adequate information about YoungStar, creating a sense of mistrust for the program. To dispel these myths, while positively positioning the program, CMR developed the campaign theme: “I Am YoungStar,” portraying the benefits of the program through the eyes of the children, parents and providers. Tactics included: traditional and digital media, public/community relations, partnerships, and social media.
