Learning Trust targeting parent-endorsed truancy

LONDON - The Learning Trust, the education authority for Hackney, is using an integrated campaign to help prevent parent-endorsed truancy among children in the area.

The campaign, developed by Feel Agency, runs across outdoor, radio, ambient media, press and PR.

The theme of the drive is that parents who allow their children to take time off school for no good reason will be fined an amount ranging from £50 to £2,500 or even imprisoned for three months. They will also be penalised if they take their children on holiday during term time.

The campaign kicks off with a stall at Hackney Market, where all the items on the stall are priced £50. This is backed by posters across the borough of everyday shopping items, such as fruit and chocolate, with £50 price tags.

Copy at the bottom of the poster explains that if parents are caught shopping with their children, who should be at school, they will be fined.

A press ad will run in the local paper, The Hackney Gazette, and radio ads will be broadcast on the community station Sound FM. Other promotions include a mobile advan at ten key schools and shopping areas during the day, and people dressed in bright orange T-shirts bearing the line: "Think I'm obvious? Try shopping with a child who should be in school."

Local greengrocers are also being given £50 price tags to display on fruit and veg.

The creative was written by Rob Flippard and art directed by Victoria Gallard. The media strategy was devised by Immediate.

If the campaign proves successful, it could be extended into other boroughs.

Hackney Learning Trust is also involved the Ideas Foundation, which encourages creativity in schools and is supported by John Hegarty and Robin Wight.

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