Launching a new parental engagement campaign for the Welsh Government

The Education Begins at Home (EBAH) campaign was launched by the Minister for Education and Skills, Huw Lewis AM, in May 2014 to bridge the learning gap between the most affluent and deprived areas in Wales by demonstrating how little things that parents do at home will help children do better in school.  Equinox was commissioned in autumn 2014 to support the campaign through comprehensive media relations and event management activity.

PR outputs

Across the six month PR campaign (Oct 2014 – March 2015), the following outputs were generated:

1/ Bi-lingual press releases:

  • Ad recall post first burst – Nov 2014
  • Role model research release – Dec 2014
  • Parental attitudes to numeracy release – Dec 2014
  • Omnibus survey road show launch release – Jan 2015
  • Post road show localised releases – Jan 2015
  • Monthly bi-lined column in South Wales Evening Post (SWEP) – Feb & March 2015
  • Four x launch releases for Swansea; RCT; Denbighshire & Gwynedd road shows – March 2015
  • Four x post road show localised releases – March 2015

2/ Bi-lingual Listicles

  • Make Time to Read festive books Listicle for online media – Dec 2014
  • Rugby Six Nations Listicle for online media – Feb 2015
  • National Science Week Listicle for online media – Mar 2015

3/ Bi-lingual Videos

  • World Book Day video short for social media – 5 Mar 2015
  • ‘Thank You’ Mothering Sunday video short for social media – 15 Mar 2015

4/ Bi-lingual social media posts

  • 24 x weekly schedules of themed bi-lingual content for Facebook and Twitter (1 FB post & 2 Tweets per day)
  • Promoted Facebook posts to amplify reach and onward sharing around the Rugby Six Nations Listicle; World Book Day and Mothering Sunday videos
  • To complement the PR campaign, a total of 24 local community road shows were delivered in supermarkets across six Local Authority areas, Caerphilly, Wrexham, Swansea, RCT, Denbighshire and Gwynedd
  • These events aimed to engage with all parents, grandparents and carers of children aged 3-17 years, as well as the children themselves, to offer simple tips on how the little things they do at home can help the children do much better at school. The primary target audience was families living in the most deprived areas, known as Communities First Clusters, but also the wider audience of all families with 3-17 year olds in Wales.
  • The activity was very much devised and delivered in close collaboration with the local Communities First (CF) Cluster Managers on the ground in each LA area. CF volunteers and localised advice leaflets were available at each road show event to converse directly with stand visitors. High footfall local supermarkets were selected as the preferred event venues, from Thursday through to Sunday, to maximise audience reach

PR Outcomes

Across the initial six month PR campaign:

  • 43 national and local media clippings generated across the six month PR campaign
  • 15 minutes of national broadcast TV and radio news coverage for the campaign
  • 2 million people across Wales reached through media coverage
  • 4,517 total com/beginsathome page ‘likes’ – 56% increase in six months
  • 517 total com/dechraucartref page ‘likes’ – 59% increase in six months
  • 616 total @edubeginsathome Twitter followers established in six months
  • 60 total @dechraucartref Twitter followers established in six months
  • Over 69,000 people were reached using EBAH social media and a further 58k through sharing of video posts by ITV
  • Over 1,600 engagements with the EBAH social media posts through ‘likes’; comments or sharing
  • Over 16,500 views were achieved for the two themed videos used in the EBAH social media campaign
  • 24 local road show events delivered in 2015
  • Over 7,400 people across six LA areas in Wales reached directly through the activity (40% average were parents/carers)
  • 9 million additional people reached through event media coverage across Wales
  • Over 25,000 pieces of EBAH branded collateral issued out to road show stand visitors
  • Campaign messaging well received, particularly in South Wales, with many parents (and teachers) welcoming the initiative
2017-05-06T17:07:50+00:00 November 19th, 2015|Case Study Education, Case Study Public Sector Services|