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Partners with Parents 


The Challenge:
The Boston Teachers Union, the United Way of Massachusetts Bay’s Engaging Families Initiative and The Boston Foundation wanted to create a public service campaign that would offer simple suggestions for preparing pre-school and school-aged children to be successful and productive students.

The Goals:
Primary: To educate parents and guardians about how they could prepare their children to succeed in school.
Secondary: To cultivate relationships with companies/organizations in Massachusetts that work with children

The Solution:
The Rendon Group worked with the Boston Teachers Union (BTU), the United Way of Massachusetts Bay (UWMB) and The Boston Foundation (TBF) to develop and implement a public service campaign to educate parents about the best ways to prepare their children to be successful in school. The campaign was a multi-level coordinated campaign that included development of a campaign slogan, print materials, electronic media, press relations and public education.

TRG worked with the Partners with Parents coalition to develop the appropriate message and tagline through two focus groups that were conducted with Boston area parents and caregivers in English and Spanish. From the focus groups, a logo and tagline, “Success at School Begins at Home” were developed and used to create a brochure, poster, a Boston Metro newspaper advertisement and a Hood Milk advertisement.

The brochure that was distributed through local branches of Stop & Shop Supermarket, 28 branches of the Boston Public Library, the Museum of Science, the New England Aquarium and Boston area after-school programs.

The program was launched at an event at a local YWCA in Roxbury. Over 100 people attended the launch and debut of the television advertisement and print materials.

Video Production:
The Rendon Group Productions created a two thirty second television advertisements for television. The spots ran during the summer and fall of 2003 through our television sponsor, Comcast.

The Rendon Group Productions also documented the Partners with Parents launch event and created a 30-mintue cable television show that was distributed to Boston area cable outlets to continue to educate residents about helping their children succeed at home and in school.

Results:
Parents and caregivers throughout the Boston area were able to obtain a copy of the brochure through over fifty locations including the web site. Over 75,000 copies of the brochure were distributed.