D’Arcy launches DfEE parenting title

The Department for Education and Employment is launching a magazine to encourage parents to take a more active role in their children’s education.

The Department for Education and Employment is launching a magazine

to encourage parents to take a more active role in their children’s

education.



A TV and radio campaign, created by D’Arcy, will break on 18 October to

publicise the initiative. The magazine, entitled Parents & Schools, will

be aimed at parents with pre-school or primary school aged children and

has been designed to demystify the schooling process.



It will include page-by-page examples of how parents can get involved in

their children’s education and will feature commonsense exercises that

can aid learning, such as counting out change on shopping trips.



Two 30-second TV ads feature children from the same families. In each

execution a child matures from five up to 11. The idea is that because

children grow up fast, parents need a hand keeping up.



The magazine will be written in plain English and available free of

charge to parents who call an order line. The launch coincides with the

start of the autumn term and the title will be published three or four

times a year.



’The strength of these ads is their simplicity,’ Davis Farrow, board

account director at D’Arcy said. ’They offer parents an easy way of

being more involved.’



The ads were written and art directed by Jon Daniel and Simon Impey and

directed by Chris Morris through Brewers Productions. Media is through

MediaVest.



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