Role:
Writer with CHEP Network, create a campaign for G8 Education Centres;
following parents filming content on drop-off. Trains, tears, and automobiles.
Challenge:
Show the reality of drop off chaos. Balance drama with relief — strike a chord.
Insight:
Drop-off guilt is real. Leaving can be hard, love makes us do it. End of the day, early education is a gift.
We scripted a casting call to G8 Education Centres in every state.
Empathising with parents, inviting them to share their stories was key organic messaging. Our invitation received over 30 applications from G8's parent community.
Watching hours of content we found moments within these interviews to piece together narrative.
We still needed to solve for coaching parents to be comfy infront of camera. iPhone filmed content was a great natural solve. Plus, during COVID not unusual to see on TVC's.
We wanted to show how drop-off guilt is real without any sugar coating. Real moments.
What makes the drop-off guilt worth it, really?
Connecting the different experiences of parents from different backgrounds and parenting styles.
Early education.
Experienced carers and educators.
Trusted and funded programs for flexible schedules.
Self-filmed content across the nation.
Hours of moments spliced by incredible director, Bec Penniston-Bird.
Bec's 20 minute selections, we reviewed, clipped, and edited into a range of narratives for the ads time slots.
Exploring supers, timing and collecting clips that were pure gold truth.
Blend the highs with the lows. Alleviate drop-off stress with instant relief from G8. Carers and range of activities, light and location.
Real insight into what parents don't see after the drop-off tears.
A campaign that assured parents early education is not only natural, but special for the children in care of professionals.
