Estyn: Ready Already
Working Word delivered a bilingual, integrated, PR, film and social media campaign targeting staff at schools, colleges and pupil referral units to offer transparency on Estyn’s inspection process and to debunk recurring misconceptions about inspections.
Objectives
- Create a high impact bilingual campaign explaining the inspection process and shifting perceptions of the inspection experience.
- Highlight throughout the campaign narrative that the purpose of every inspection is its impact on outcomes for learners (children, young people and adults).
- Create an engaging communications campaign that encourages teachers and learning providers to discuss the inspection process, ease anxieties and prevent excessive and unnecessary preparation.
- Create a scalable, accessible, shareable and easy to use suite of digital assets.
- Secure media coverage for the campaign.
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advertising impressions
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website page views
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link clicks across the stakeholder toolkit
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organic social impressions
Content from the Campaign
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We engineered a change in perception around how schools and other education settings prepare for inspections by creating tried-and-tested, innovative assets, and working in partnership with key stakeholders:
- Created a snappy, bilingual campaign brand – #ReadyAlready and #BarodynBarod.
- Created a ‘myth-busting’ film with inspectors and head teachers to open a dialogue about common misconceptions.
- Designed bilingual toolkits and posters for schools and PRUs to download assets and share content.
- Engaged stakeholders including the Education Minister, Jeremy Miles, who shared our content with his followers.
- Created bilingual adverts across Facebook, X and LinkedIn to promote key content and build engagement.
- Secured print, online, and broadcast coverage across a range of national Welsh titles, including Wales Online, the Daily Post, and BBC Radio Cymru.
