Challenge: Involve California parents and caregivers in their children’s education at home to ensure success in the classroom.

The California Teachers Association (CTA) and California State PTA wanted to promote family involvement in children’s learning at home to achieve success at school. Specifically targeted to minority communities throughout California, the program sought to engage parents and families in the lives of their children.

BNA Solution

BNA partnered with CTA and the California PTA to create a television and radio campaign to deliver high-impact, directed messages to the eyes and ears of their target demographic.

Result

The campaign was successful and generated an estimated $750,000 in earned media.