In a groundbreaking move in November 2025, New Mexico became the first state in the country to offer Universal Child Care, extending no-cost care to all families regardless of income. To help introduce this historic initiative, the New Mexico Early Childhood Education & Care Department partnered with advertising agency K2MD to spread the word statewide.
They turned to Illustrator James Yang to create artwork for a moving animation that anchored the campaign. Working in a warm, children’s book-inspired style, James’ illustrations brought clarity, optimism, and humanity to the message — visually expressing how universal child care uplifts families and strengthens communities. Animator Anik Rosenblum brought the illustrations to life, under the creative direction of Randall Marshall and Associate Creative Director and Copywriter Maria Anderson.
On its first day, one thousand families enrolled in Universal Child Care, while 5,000 families enrolled during its first two weeks. Since launching the program in November, the New Mexico Early Childhood Education & Care Department reports serving 40,000 children statewide.
Watch the TV spot below. To view more of James’ work, visit his Workbook portfolio.
Represented by David Goldman Agency.
