When schools resumed in a face-to-face setting full time for all students, getting students back to class, and in turn reducing rampant absenteeism, was a whole new battle. So into this challenge the Department for Education, Children and Young People went, and we were there alongside them every step of the way, backed by endless mental health research, to prove to the world not only that it was safe to go back to school, but that if you can be at school, school is exactly where you should be. Be it for the benefit of greater learning outcomes, strengthened social skills or brighter futures, but most of all for the benefit of individual students wellbeing. This was a back to school campaign like no other.
Department for Education, Children & Young People
Case Studies
Every School Day Matters
Intro
If there’s anything we all loved as kids was a cheeky sick day off school. So what happens when a global pandemic comes a knocking at the school gates. Celebration. Revelry. World-wide cheers from all school years? Probably for a few days but after that not so much. See not too long ago it was the age of Zoom classes, Wi-Fi-dropouts, sleep ins, depression, anxiety, home school refusal and more. Unhealthy absenteeism was the new normal. This campaign extended from the Returning to the Classroom campaign directly after COVID lockdown.
Contribution
Strategy & Planning
Campaign Ideation & Execution
Social Campaign Creation & Implementation
Creative Direction
Art Direction
Copywriting
Design
Production
Film Direction
30 second TV spot
Measuring Success
The Every School Day Matters campaign has received high levels of engagement from schools and school communities statewide, strongly delivering the message to the target audience – school aged children, their parents, carers and wider community. The Office of the Education Registrar shared that during a conciliation conference, a student with Autism returned to school after a long period of non-attendance. When asked why, they said it was “because of an ad on TV” – that was all they needed to go back to school.