Parent Club has radically changed how the Scottish Government markets to parents. Re-organising multiple health and education related campaigns under one umbrella, this new strategy has put parents’ needs front and centre, focusing on immediate, rather than future benefits.
Using a mixture of ATL, digital, field and partnership, this ‘warts and all’ approach achieved real behaviour change. (The campaign was supported by a new website rom Union Digital.) With 44% claiming action as a result of the campaign, we’re proud to have given birth to such a successful campaign. And also proud of our lovely Gold at the 2018 Marketing Star Awards.