Our creative approach
Our hero film which launches the campaign and sits at the heart of the communications plan is an engaging reminder of the importance of ‘taking time’ to talk, listen and play with your child, and to ignite their imagination and love of words, reading and doing things together to encourage oracy. In order to highlight the importance of parents in developing their communication skills by interacting during day to day activities, the idea was that the parent would read the poem and their child would read the last rhyming line of each couplet. The end result was a playful combination of poetry, stop motion and traditionally illustrated animation, which we were lucky enough to write, illustrate and storyboard in house.
The campaign follows the core principle of Education Begins at Home – that every little thing you do as a parent will have a huge impact in your children’s education. And true to this, the key call to action for parents is to do small things you can do everyday, such as reading stories at night, play eye-spy during car journeys and talking at mealtimes. We wanted to make it easy and fun – still making a big positive impact for parents and their children.
So, we also developed a series of ‘hub’ films with short and easy helpful hints, tips and practical advice for parents, carers and guardians to help develop their children’s language and communication skills while still having fun! The ‘hero’ animation, as well as the short stop motion 30sec hub films, will be promoted on Facebook targeted to parents in Wales.
To increase the profile of the project, Equinox suggested we engage with Anni Llyn, the former Children’s Poet Laureate for Wales and she kindly agreed to provide the voice-over for the film and the radio commercials that form part of the media campaign, as well as offering creative input on the English and Welsh versions of the poem used in the films and on the radio. We also enlisted the help of two talented young children to help Anni read the poem.
To produce the hero film, we worked with the very talented team at Sun and Moon Studios, who used stop motion technics to deliver this beautiful animation. The ten hub films were created by the equally talented team at Rockadove, a film company we have worked successfully with on a number of occasions.
The film has been produced in both English and Welsh, and the script adapted to ensure it resonates equally. At SBW, we don’t just do direct translations, for us it is crucial that the film has just as much impact, whatever the language. We are very proud of the work we have done here and have been delighted to be involved in such a pertinent project that will hopefully prove to have an impact on the lives of many young children and their parents.
Delivering the campaign
The delivery of the campaign has been highly targeted utilizing multiple media channels, including Press (PR), OnDemand (ITV Hub, 4OD), S4C, Radio, Facebook and Instagram.