The Department for Education and Skills (DfES) wanted to tell parents – particularly those from lower socio-economic groups who are classified as 'hard-to-reach parents' - about the important issues and choices relating to their children's education.
The Department’s role is to ensure that parents have access to information and advice from a wide range of sources including other government departments, voluntary organisations and charities.
The content of this information ranges from advice on how to handle developmental and emotional issues to information about the national curriculum, homework and childcare. Some of the information and advice, especially that relating to emotional development and special needs, is sensitive and sometimes difficult to convey.
The DfES was finding it particularly hard to distribute this information to lower income parents who are time-poor and less likely to have internet access than better off families.
‘In the past we have tended to use TV and multimedia campaigns by default.’ Karen Smalley, Head of Marketing Advice in the DfES's Corporate Communications Department. ‘Over a number of years, however, we have come under pressure to communicate with parents more cost effectively, and reach them in more innovative ways.’
‘It's not just about saving money, but maximising campaign longevity. Traditional media like TV and radio only have an impact while the ads are on air. The challenge is to build a platform allowing your presence to last far longer,’ she says.
The challenge was to find a new, creative way of reaching this group that was also cost effective. The answer turned out to lie on the shelves of a supermarket chain.
