CUPE BC’s campaign gets results for parents and kids

In 2023, CUPE BC launched a fresh digital campaign to build public support for Seamless Childcare Now. And this month, the Government of BC has announced it’s moving forward on the plan—with a new pilot project for fully-integrated before- and after-school child care options at BC public schools.

It’s great news for parents and kids across the province.

We all know what a struggle it is to find child care. And, once you’ve got it, how difficult it can be to navigate that hectic daily routine.

That’s why CUPE BC, the largest union in British Columbia, has been campaigning for better public childcare for years. And Seamless Childcare is one of the best ways to make life easier for parents, while making use of the existing school space, resources, and trained staff at BC’s public schools.

On May 16, the Government announced that a pilot project will start this fall at school districts in Chilliwack, Nanaimo-Ladysmith, and Nechako Lakes.

Instead of letting classrooms sit empty before- and after-school, the new program will see Education Assistants, Early Childhood Educators, and other trained support staff provide learning and care for children in school classrooms.

It’s a practical solution—and a big relief for parents. The plan means more work for school support staff, more childcare options for parents, fewer pickups and drop-offs for families throughout the day, and the confidence of knowing that your kids are getting the care they need, at school, all day long.

If implemented across the province, Seamless Childcare could create thousands of new spaces for school-aged childcare without building a single new facility.

At The NOW Group, we love building fresh and engaging digital campaigns that connect with parents, and help build support for the public services that make life better for people. And every day, we work with our clients to support and improve public education for millions of kids across Canada.

Want to talk about new tools for your next digital campaign? Reach out here or give us a call. Our team is ready to help!