Education Begins At Home

Welsh Government – DFES


 

An education campaign to help improve a child’s future in Wales.

BRIEF
We were really excited to be asked to promote a new campaign by the Welsh Government to highlight the importance of parental involvement in their children’s education.
SOLUTION
The way we choose to raise our children will always be a subjective area, and our ability to tackle sensitive areas such as these, with the upmost empathy and respect, is one of the things that made this campaign work. Our objective was not to preach, but to encourage a little more engagement from all parents. If we could just get most people to do a little bit more, across the whole of Wales, we could make a huge difference. We felt that thanking parents for their efforts, rather than telling them what to do, was a better way to get their attention. First we developed the line ‘education begins at home’—a simple fact that would resonate with parents of children at all ages – this was developed into a brand to use for the campaign. Our campaign needed to recognise parents’ efforts and the importance of their involvement on their children’s education—not just about helping with literacy and numeracy (many parents thought this was the school’s responsibility) but in the little things which are taken for granted, such as getting them to bed on time.

SERVICES
Fully Intergrated, public awareness
campaign.

MEDIA CHANNELS
HP TV, cinema, radio, outdoor, various printed
information packs/leaflet, school booklets + SM

DATE
2013-2016

CLIENT
Welsh Government – DFES.



OUTCOME
Our work was tested with research groups around Wales – which included parents and teachers – and was really well received.

The feedback was positive, and the level of buy-in was much higher than usual for this type of public information film. Research and omnibus surveys proved positive recall of the message, post-campaign, was high amongst the target audience. The campaign was launched successfully and has been followed up with roadshows, outdoor campaigns and online activity.