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