‘We know how hard it is being a parent right now. And how easy it is to feel overwhelmed.’
A new TV campaign for the Scottish Government’s ‘Parent Club’ brand by The Union is addressing the challenges of parenting during lockdown head-on, while reassuring everyone we are all in it together.
The ‘Here for You’ campaign captures some of the everyday trials and tribulations facing parents and carers as they juggle the additional pressures of the Coronavirus pandemic. Recognising that the situation is different for everyone, the advert covers a range of scenarios, from trying to balance home-working with learning at home, to keeping kids entertained, fed and enjoying the little moments together.
Developed amidst the national lockdown and in less than seven days, production proved a key challenge, with a number of parents tasked with capturing snapshots of their daily lives as they try to navigate these difficult times.
Running on TV, digital and radio until the end of May, the advert is one of the first awareness-building campaigns the Scottish Government has undertaken for the Parent Club brand since its launch in January 2017. A digital information resource, support hub and online community, also developed by The Union, Parent Club offers up-to-date guidance on everything around parenting, with hints and tips from other others who’ve been there before.
‘Here for You’ is just one of three ATL campaigns The Union has turned around for Parent Club since lockdown began in March. With other topics including social distancing and ‘Managing the Challenges of Parenting’ also delivered in record time.
The Parent Club website has undertaken an extensive and rapid expansion, with a new Coronavirus hub, developed by Union Digital. With 34 new pages now live and regularly updated, topics range from support on breastfeeding and managing finances to advice on keeping active, eating well and how to talk to your kids about Coronavirus. Awareness of this valuable resource is growing, with visits to the website in March and April up over 400% compared to the same period last year. Since ‘Here for You’ first aired on 22 April, over 111,000 people have visited the site.
Parent Club’s Coronavirus response has been further supported by Union Connect. The partnership and experiential arm of The Union, has undertaken an extensive outreach programme to Local Authorities, key stakeholders and organisations across Scotland, to highlight the valuable Parent Club digital resources available that will allow them to communicate clear and consistent messaging on the Coronavirus to their parental audiences.
Deputy First Minister and Cabinet Secretary for Education and Skills John Swinney said: “We know it’s an extremely challenging time for parents and carers. What is being asked of you is not easy, but just being there for your family is all that really matters – so take each day as it comes and enjoy the little moments. I want to thank parents and carers for their continued support during this difficult time. I am sure that Parent Club’s free online resources and community will be a useful source of guidance in the weeks to come. By working together and supporting each other, we will get through this.”
Cheryl Bell, Head of Parental Audience Marketing, Scottish Government said: “The commitment and support to our team from The Union, and all our agencies, since lockdown began has been remarkable. Offering support and practical advice from the trusted voices of other parents, experts and the Scottish Government has always been at the heart of Parent Club. That has never been more important than during this crisis. The ‘Here for You’ campaign captures the spirit of Parent Club. By sign-posting parents to our Coronavirus online hub, we helping families manage the everyday challenges and supporting mental well-being.”
Euan Auld, Deputy Creative Director at The Union, said: “Our ambition was to create something that would really resonate with families across Scotland. Production is obviously a massive challenge for all agencies at the moment, so we’re really grateful to the families who gave us a little window to their lockdown lives. From the first edit, it was clear that the results were candid, engaging, truly genuine and relatable. It has exceeded everyone’s expectations.”
Isabelle Hourihane, Digital Project Manager at The Union said: “Getting the Coronavirus content hub up and live on the Parent Club website has been a whirlwind of activity. It’s been really rewarding knowing that this work is keeping families safe and well informed when there’s so much worry and misinformation about!”
To find out more and get help to make the day a little easier, visit parentclub.scot/coronavirus, and follow @ParentClubScotland on Facebook and @parentclubscot on Twitter.