Eden Academy campaign strikes powerful chord with educators online

A short-form video released by Eden Academy to mark Educators Day has resonated strongly across the early childhood education and care (ECEC) sector, attracting extraordinary engagement and sparking an outpouring of emotional responses from educators.

The video, shared on TikTok and other platforms, was designed to acknowledge the often unseen emotional labour educators carry in their daily practice. Its message reassures educators that even when it feels as though “nothing got done,” the small, everyday moments they create still matter deeply in the lives of children.

 

[embed]https://www.tiktok.com/@edenacademychildcare/video/7545599665807396101[/embed]

 

Within 24 hours of its release, the video reached more than 220,000 views on TikTok alone, generating over 31,000 likes, 3,400 saves, 6,700 shares and an engagement rate of 18.9 per cent,  a figure considered exceptionally high for organic content on the platform.

 

What has stood out most has been the emotional reaction from educators themselves, with thousands of comments reflecting the impact of the video’s message:

 

• “All us Educators are in tears now.”
• “I needed to hear this today… thank you.”

 

Alongside its message, the campaign also reflects a deliberate shift in Eden Academy’s creative strategy: moving towards a “child-lite” storytelling approach that prioritises the protection of children’s identities. Instead of placing children at the centre of the content, the focus is on educators’ voices, emotions and experiences.

 

This choice was widely noticed and celebrated, with one top comment reading: “Okay but thank you for also protecting the children’s identity and putting their safety first,” which received more than 200 likes.

 

The move aligns with sector-wide conversations about safe and ethical digital practices, balancing authentic storytelling with the need to protect children’s privacy and dignity.

 

As the ECEC sector continues to adapt to evolving expectations around safety, representation and workforce recognition, Eden Academy’s approach provides an example of how services and providers can harness media creatively, while ensuring children remain protected and educators feel valued.

 

Read about Eden Academy’s reflections on this creative process here.