Welsh Government Parental Engagement Campaign

The Education Begins at Home (EBAH) campaign was launched by the Minister for Education and Skills, Huw Lewis AM, in 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 has been providing annual creative PR, event management and social media support for the campaign ever since.  The outputs below illustrate how we supported the campaign launch across the first six months which centres around saying ‘Thank You / Diolch’ for all the little things parents / carers do at home to help their children do better in school.

Outputs: Rolling press office of bi-lingual news stories using campaign research, opinion polls, seasonal events, calendar hooks and the political & news agenda to keep campaign top of mind;  video shorts and multimedia content to drive engagement through the campaign social media channels; local ambassador programme & blogger outreach to endorse campaign messages; community roadshows pan Wales in partnership with Communities First to land the campaign messaging with the target audience.

Outtakes and Outcomes

Exposure 

  • 6 x monthly themed stories for target national & regional media
  • 6 x case studies & 12 local ambassadors secured
  • 24 x local community roadshow events in Communities First areas across Wales
  • Social media scheduling

Reach

  • 43 national and local media clippings generated across the six month launch campaign
  • 15 minutes of national broadcast TV and radio news coverage
  • 10 million audience reach through media
  • 130k audience reach through campaign social media in first six months
  • Over 7,400 people across six LA areas in Wales reached through community roadshows (40% average were the target parents/carers)

Engagement

  • 56% increase in campaign Facebook page ‘likes’ in first six months
  • Over 600 Twitter followers established in six months
  • Over 1,600 engagements with the EBAH social media posts through ‘likes’; comments or sharing
  • Over 16,500 views of the two campaign launch videos

Impact

  • 31% of target parents & carers in Wales were aware of the campaign at the end of the first 12 months as a result of the above and below the line campaign tactics
2018-02-01T16:14:09+00:00 November 19th, 2015|Case Study Education, Case Study Public Sector Services|