HITESH SINGHAL

How do you create a scalable campaign for childcare advocacy while honoring the diverse community contexts and personalization? 

The challenge was real—advocates needed shared messaging powerful enough to shift public perception, but cookie-cutter campaigns often fall flat because they don't reflect local realities and cultural nuances.



As Project Lead, I guided our team through this balancing act, leading design research that revealed the core communication barriers advocates face and developing a content strategy that could flex without breaking. 

We wrestled with questions like: How much structure is too much? How do we maintain message integrity while encouraging creativity?

The solution we landed on—an open campaign kit—threads this needle by providing a solid framework that advocates can adapt to their communities. 
It's a toolkit that respects both the need for unified impact and the power of authentic, locally-relevant storytelling, helping advocates craft messages that feel true to their context while contributing to a larger vision of childcare's bright future.
    I developed a comprehensive content strategy and designed educational modules that guide advocates in developing their visual voice while maintaining coherent messaging across diverse contexts. 

    I also architected the toolkit's user experience and information flow, crafted scripts for tutorial videos, and managed post-production editing and packaging. 

    To create a cohesive visual identity, I leveraged AI tools to develop an illustration system inspired by the Magic School Bus aesthetic—an intentional design choice that reflects the approachable, grounded nature of the childcare advocates and communities we partnered with.



    Collaborators:
    Aya Jaffer, Mary Katica and Belinda Jivapong at IDEO.org, 2025.