Department for Education, Become.

Problem:
Public schools in South Australia had the perception of being part of a big system and having a ‘cookie cutter’ approach. Parents felt education in public schools wasn’t as valuable as they weren’t investing as much as parents of private or independent schools. We had to add public schools to parents consideration lists and build pride in current parents of children at public schools.

Insight:
Parents want their child to reach their full potential.

Idea:
In a public school, children can become anything they want to be and public schools are owned by the community. To emphasise this, call to action was ‘connect with your public school’. This idea was expanded across TV, cinema, radio, press, outdoor and digital (microsite, social media and paid).

Results:

• 33% post campaign recall of advertising/communications about the importance of public schools.
• 23% post campaign recall with regional parents.
• Campaign was seen as appealing, relevant and trustworthy overall by around half of those who recalled it.
• The advertising had an improved impact on making parents ‘feel more comfortable with selecting public schools for their children’ (21% mid campaign to 25% post campaign).
• Post campaign, just under one-third (27%) of parents were encouraged to consider a public school more than they had considered before.

Campaign:
2018, NATION Creative.

Role:
Project Director and Strategist.