When, Then – 90 by 5

In the face of mounting cuts to federally funded public media—from NPR to PBS and its local affiliates—Virginia’s own VPM is doubling down on its mission to provide accessible education.
Virginia Public Media (VPM) has teamed up with Richmond-based creative agency Familiar Creatures to launch “When, Then – 90 by 5,” a visually rich campaign and call to action aimed at raising awareness around early brain development for children under five.

At a time when trusted local news and educational programming are under threat, this campaign proves just how vital public media will always be. VPM reaches nearly 2 million people across Central Virginia and the Shenandoah Valley through radio, TV, and digital platforms. Its contributions go far beyond broadcast: award-winning journalism, acclaimed documentaries, music discovery, science education, and early childhood development.

Everyone wants the best for their children, but often marginalized communities are not in a place where providing this comes easily. Many caregivers don’t realize that learning starts at birth—not just school-age—leading children to miss five crucial years of brain development with lasting cognitive and social impacts.

Built on the staggering fact that 90% of the human brain is developed by age 5, this campaign doesn’t just deliver stats—it reframes everyday interactions like reading, singing, and counting as meaningful investments in a child’s future. The work invites caregivers—especially those in marginalized communities—to recognize that they’re already doing more than they might think. That every intentional moment is an opportunity to teach an impressionable mind.

Familiar Creatures worked with a children’s book illustrator to visually soften the digital and social artwork and avoid the often guilt-inducing tone that many educational PSAs can take on. Instead, the team developed a style that feels warm and welcoming. Every visual element is designed to show—not tell—how simple daily moments can profoundly impact cognitive and social development, using minimal copy, clearly and concisely. The result is a campaign that empowers rather than instructs.

The hero spot uses live action to underscore emotional connection, with resonant voiceover and a humanistic, emotional throughline. It’s storytelling that meets caregivers where they are—with empathy, not judgment.

Designed for digital, social, and static display, the regional campaign lives in Central and Northern Virginia markets and targets underserved communities with inclusive and bilingual messaging. It’s a quiet but powerful shift in how public health and education messages can look and feel, taking on an approachable and compassionate tone.

This is the first collaboration between VPM and Familiar Creatures, who were brought on for the project in April 2024. The campaign launched in February 2025. It’s a reminder that essential, unbiased public media will continue innovating – even as its future faces political headwinds.