Department for Children, Schools and Families.
It’s amazing what you can pick up at the supermarket.
85% of parents changed their behaviour as a result.
Audience.
Parents are bombarded with information about how to make the right education, benefits and health choices for their children through the early years. But for the hardest to reach segments of society who do you trust and where do you find the knowledge you need?
Challenge.
The Department for Children Schools and Families came to us and laid down this challenge. They wanted us to find a way of getting all the reams of information available into the hands of these parents who do not necessarily know that is available to them.
Insight.
Our insight proved that we needed to go to where our audience shopped and brand the advice clearly from government. The answer: we devised Parent Know How information centres in ASDA stores across the UK, distributing over 20 information products spanning every conceivable family issue.
Result.
The result: a winning partnership between trusted retailer and department; advice passed faster and more effectively into the hands of those that need it most; and a huge saving in media costs. Parent Know How is 547 times more effective than conventional media.
My child could miss out if I take them out of school.
“We chose the Team from our creative roster because of their campaign experience and were delighted with their work.”
- Barry Duffy, Publicity Manager, Department for Education and Skills
Audience.
Going to school is supposed to be the best time of your life – or so the saying goes. In reality, it involves uniforms, exams and plenty of home work. Most adults will remember it well, so what possible harm can you do as a parent by letting your child off a day’s tuition here and there?
Challenge.
Sanctioned absences from parents have the same impact on a child’s learning as truancy. A few afternoons or days off to go shopping or take a holiday can have huge consequences on a child’s ability to understand their curriculum, which may also affect their academic achievement and potential in later life.
Insight.
Through working with the DCSF, we got to the core of the problem: well meaning but misguided parenting. However, every parent wants to see their child succeed, so we devised a strategy of creating awareness amongst the guardians of school-age children about the possible dilemmas their sons and daughters could face.
Result.
Utilising specially photographed scenarios depicting the negative consequences of what happens when parents take their children out of school, we produced a range of posters to help target this problem and direct parents to the DCSF's website, where they could find more on authorised absences.
Now I understand what Academies can do for my children.
The Team are working with a number of Academies across the UK.
Audience.
Choosing the right school for your children is one of the most important decisions for any parent. From making sure the local bus service runs within their catchment area to finding out if the school dinners are made with love or E numbers, the many pros and cons all add up. So how can we be sure?
Challenge.
To date, Academies (secondary schools backed by local authorities but sponsored and run by third parties) have had a bad press. Teaching unions have turned against them and a number of high profile campaigns have tarnished parents’ decisions in sending their children to these types of institutions.
Insight.
Our research with parenting focus groups and stakeholders showed that what parents trusted the most when deciding the future for their children was a standardised set of marketing messages and communications materials from potential schools. It also showed what Academies themselves needed, was an improved relationship and reputation amongst their local community.
Result.
Our solution is manifold. Firstly, we are producing a range of guides for Academies to help people understand their work. Secondly, through materials such as leaflets and DVDs, and by enabling Academies to promote their institution using our set of support tools, we hope to highlight their positive impact of by using the first-hand opinions of their students, teachers and sponsors.
I’m really happy now I’ve had my say.
The ‘On Air’ creative strategy was applied to a comprehensive range of on and offline communications.
Audience.
Do you ever feel that the Government Departments that are there to help you don’t understand the real issues affecting you? So how would you feel if there was a way you could have your say and tell them what they could do to truly make a difference?
Challenge.
The Department for Children Schools and Families wanted to consult widely on how to best promote strong communications and strengthen family life, before setting goals and direction for the Department’s policy for the next ten years.
Insight.
We decided a major national consultation with expert professionals, children and parents was the key. The Consultation focused on the ‘how’ not the ‘what’: raising awareness among the general public of the big debate on supporting families, children and young people.
Result.
We developed ‘On Air’ creative strategy which was applied to a comprehensive range of on and offline communication tools including the mini site, www.dcsf.gov.uk/timetotalk. PM Gordon Brown and Secretary of Children Schools and Families, Ed Balls, launched Time to Talk in September 2007.