There was no one-size-fits-all approach to back to school in the fall of 2020. What was right for one family looked different to another family based on comfort level, region, and even the age or grade of child.
This campaign leans into the range of experiences that parents were facing and showcase that no matter what this school year was looking like, people could find answers, guidance, support, or just someone to vent to, in Facebook Groups. We wanted to remind people that while we didn't have all the answers, we could figure it out together.
Alongside the films, the campaign included a series of posts that provided real utility to parents during a season of stress an uncertainty. We created listicles, tips and guides around the themes we knew parents were seeking out most.
Haley Elizabeth Anderson
Nicola B Marsh
Michael “Cambio” Fernandez