Accompanying little ones through their process of growing up, exploring and fostering their talents, and supporting children in a positive development are essential and especially important to our society at large. People who are shaping those processes are the core elements: keeping employees in the field of elementary education and attracting new ones are key activities to shape our joint future. “Wir sind elementar” (“we are fundamental”) is an advocate for the recognition and appreciation of the work that is being done, as well as a convincer and motivator to start a job in elementary education. Together with key opinion leaders of the umbrella organization of self-organized childcare in Tirol and federal employees we developed the current campaign.