NSW Department of Education unveils ‘2000 Days of Brighter Beginnings’ campaign via JIMJAM


As part of a cross-government collaboration, NSW Health and the Department of Education have developed a world-class tool to support parents through this important period of a child’s life. To promote this, NSW Health and the Department of Education have launched a new campaign via JIMJAM.


Raising children during the first 2000 days of life, from pregnancy to age 5, can be challenging.

During that period, more brain development occurs than at any other time, this impacts how children grow and learn for the rest of their lives.

In this campaign, JIMJAM wanted to put the first 2000 days in the minds and hearts of every parent and carer in NSW to demonstrate how those first years are the most crucial in making healthy, well-balanced children. However, JIMJAM wanted to present this journey in an inclusive, supportive way that’s accessible to all parents. It was particularly important the campaign’s messaging was inclusive of low socio-economic, CALD and Aboriginal communities.

NSW Department of Education unveils ‘2000 Days of Brighter Beginnings’ campaign via JIMJAM

Says Charlie Cook, creative director, JIMJAM: “Most of our team having children 5 and under which made working on this initiative even more meaningful. It was an absolute privilege to be involved in a project that will hopefully change lives and communities in a profound way. They say never work with animals or children however, believe it or not, this was a pleasure.”

JIMJAM achieved this by literally bringing these first 2000 days to life, seen through children creating, interacting, laughing, playing and making something different every day, progressing from birth to age 5. JIMJAM wanted to show how these simple actions, such as play- based learning, can lead to positive brain development and better futures for all children.

Says Cook: “The 2 day shoot, wrangling the talent, 25 children under the age of 5, was no mean feat but the team at KNACK made the production seamless from beginning to end. Big shout out to director Nick, DOP Rob and producer Ben for making a beautiful campaign which will actually make a difference to thousands of young children and families.”

NSW Department of Education unveils ‘2000 Days of Brighter Beginnings’ campaign via JIMJAM

The campaign consisted of a raft of 60”, 30” and 15” video content pieces and 30” radio spots. The long form videos were created to cut through the digital noise and deeply engage in the personal story.

The videos and radio delivered on specific audiences via paid digital and social placements to target either Gen-x or Gen-y couples and single parents, from a variety of socio economic backgrounds.

Agency: Jim Jam Ideas
Executive Creative Director: Charlie Cook
Account Director: Alana Fechner
Art Director: Paul Carpenter

DOE Director, ECEC Strategic Communications: Laura Dawson
DOE Manager, ECEC Digital Content and Campaigns: Ashley Fitzgerald
DOE Senior Communications Officer: Melinda McMillan
DOE Communications Officer: Laura Moon

Production Company: Knack Studios
Executive Producer: Robert Norman
Senior Producer: Benny Gattegno
Director: Nick Sullivan
Director of Photography: Robert Norman
1st AD: Stuart Beedie
2nd AD: Marcus Peters
1st AC: Luke Rodely
2nd AC: John Katz
2nd Assist: Gerald Diel
Art department:
Production Designer: Maddie Kerry
Art Department PA: Margarita Gershovich
Art Department PA: Joshua Mullane
Art Department PA: May Kiyama
Gaffer: Simon Walsh
Best Person Electric: Clay Elliot
Key Grip: Kris Wallis
HMU: Belle Morgan
Runner: Aidan Polios
Children’s Safety: Kate Barnes
Registered Nurse: Sandra Strudwick

Post Production:
Editors: Tim Eddy & Nick Sullivan
VFX: Tim Eddy
Colourist: Alina Bermingham
Composer: Jonny Higgins
Sound Mix and Design: Jonny Higgins

Stills Photographer: William Hartl
DIT: Dan Hillburn