Getting parents more involved in their children’s education
Tasked with delivering a new campaign by the Welsh Government our key objective was to highlight the importance of parental involvement in their children’s education, giving them the best start in life.
Aware that the way we choose to raise our children will always be a subjective and sensitive area, we knew how important it was for the campaign to show the upmost empathy and respect to parents in all communications. Our approach was not to lecture, but to encourage that little more engagement at home. We felt that thanking parents for their efforts, rather than telling them what to do, was a better way to get their attention and participation.
The campaign headline ‘education begins at home’—a simple fact that would resonate with parents of children at all levels. Our aim was to show parents recognition for their efforts and the importance of their involvement on their children’s education—not just when teaching 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.
