Each year The Western Cape Education department launches a literacy and numeracy campaign aimed at parents of grade 1s. It has been ascertained that many parents travel substantial distances to work each day, arriving back home late and leaving little time to spend helping their children with homework. The aim of the campaign is to inspire busy parents – specifically in the lower income bracket – to spend time with their children assisting them to read, write and practice mathematics.
To appeal to the target market, we created fun, engaging graphics and combined these with photographs that portray what parents should do to help their children. This campaign was activated on billboards, taxis, mall signage and via toolkits distributed through the schools.