Here For You Campaign

Project Story

The “Here for You“ campaign, initiated by the Newham Schools Attendance Programme, was designed to address the growing issue of persistent absenteeism among students, which has worsened following the lockdown. Over 140,000 children are reported to have not returned to school post-pandemic. The campaign‘s goal was to raise awareness, provide support, and encourage consistent school attendance by creating a deeply personal and tailored communication approach.

The campaign embraced the power of storytelling, leveraging authentic stories from children, parents, teachers, and local attendance officers. These insights informed the campaign’s messaging and visual identity, ensuring the approach was empathetic, real, and resonant.

The Challenge

Premier Gospel sought to amplify its presence across multiple platforms, reaching millions and fostering a deeper connection with the audience. The challenge was to design a campaign that resonated emotionally, yet remained consistent with the Premier Gospel brand.

The Insight

Stakeholder story sessions revealed that absenteeism was primarily driven by issues such as anxiety, mental health struggles, and a lack of resources for both students and schools. Despite schools‘ efforts, they needed additional support to address these challenges. The campaign, aptly named “Here for You,“ was shaped by these insights, focusing on building relationships within the school community and providing both emotional and practical support.

Creative Concept and Visual Identity

The campaign‘s creative direction focused on the simple, direct message “We’re Here for You“ – a bold and honest statement with no embellishments or disguises. Stripping down the visual identity, we removed any complex logos or visuals, opting for plain text to convey a straightforward and sincere willingness to help. This approach aimed to foster trust and connection with the community, focusing solely on the message and its purpose.

The Launch

The campaign was launched across the borough with a combination of large-scale billboard placements and hyper-local messages tailored for each school. To visually reinforce the message, we used photos of children breaking out of boxes, symbolising freedom within schools—emphasising that school is not a prison, but a place where the mind grows. A film was produced to highlight personal stories from students, teachers, and parents, showcasing simple gestures like handwritten notes and messages from favourite teachers to foster connection and support.

Toolkit for Ongoing Support

To ensure the campaign's longevity, we developed an online toolkit for schools, providing them with a range of customizable resources like print and digital ad templates, posters, and social media assets. This toolkit empowered schools to tailor the campaign’s message to their unique communities, ensuring consistent engagement and support for students and parents. It also offered guidance and best practices, allowing schools to maintain momentum and tackle absenteeism over the long term.

The Results

The campaign successfully reduced persistent absenteeism, with students returning in waves, while fostering a sense of connection as parents and students felt seen, heard, and valued. The campaign's impact continues through the toolkit, which enables schools to personalise their messages and sustain the approach long-term.