Observatoire des tout-petits: An organization with a thousand content opportunities

Toast was first approached by the Observatoire des tout-petits for our expertise in audio and podcast production.

The topic to be converted into branded content: the impact of the major housing crisis we’re currently experiencing on local toddlers.

Rent increases, evictions, hidden homelessness. In this 5-episode podcast series entitled “Un toit pour nous” (A roof for us), which we directed and produced, Fabrice Vil talks to local families and experts to find out how to make every child feel better at home despite these challenges. Fannie Dagenais, former director of the organization, lends a hand to shed light on the impact of the housing crisis on the next generation.

Find out more and listen to the episodes by clicking below.

A second equally important need: content strategy

Having carried out the organization’s previous strategic audit with Toast in 2019, the Observatoire wanted to repeat the experience 4 years later and following numerous upheavals in the social media universe (the switch from Twitter to X and the blocking of news source sharing on Meta, among others). Our mandate was to carry out an in-depth audit of their social media content and formulate strategic recommendations to optimize their online presence while considering their distinct audiences, including influencers, engaged citizens and government and organizational decision-makers. We then assessed the effectiveness of their platforms, optimized their content in line with industry best practices, and anticipated emerging and future trends. More concretely, this involved:

• An audit of in-house content, comparables and trends.
• An analysis of target audiences and user journeys.
• A co-creative definition of brand tonality and personality.
• Platform and content optimization. All this via content pillars, content series, as well as recommendations and best practices by audience and channel.

“More decisions in early childhood based on knowledge, the ultimate indicator of our usefulness.”

In such a reality, where expert content is very present, where the constraints linked to the power of the media and political stakeholders are very real, and where the content ecosystem as a whole is complex, we had to consider 3 key areas throughout our mandate:

1. Increasing the number of voices enriched by in-depth knowledge: our content strategy effort took into account the fact that the Observatoire must be the catalyst for a more informed conversation, by equipping influential players with relevant data on informed discussions related to early childhood.

2. Mobilizing citizens to mobilize governments: in consolidating this B2C2G connection, our reflections have been framed by the fact that the Observatoire must assert itself as a driver of positive social change, educating and mobilizing citizens and inciting policy-makers to take substantial action in favor of toddlers.

3. Maintaining attractive engagement rates for NPOs: Ultimately, we had to come up with recommendations and tactics to maintain the high rates of engagement that organizations of this kind show for their content on social platforms (interactions similar to those users get, versus companies with 40-50% less engagement). The public engages with the Obervatoire’s messages, and should ideally participate even more in this dialogue.

This is how our various mandates and the lasting relationship with the organization were framed.