National media campaign launches to increase parental support in online education

The £2m ‘You Never Stop Worrying’ initiative will run across TV and radio from 1 September

Yesterday (1 September), online tutoring platform MyTutor launched a national media campaign designed to increase parental involvement in online education. The You Never Stop Worrying initiative features creative production by Joint, as well as media planning and buying by Goodstuff.

MyTutor is a service that grants both parents and pupils access to live expert help in any subject, and at any level. The platform hopes the new campaign will make them the first port of call for UK parents looking to get involved in and support their child’s online learning.

The goal of the campaign is to drive sign ups to MyTutor from parents of teens across the nation by demonstrating the platform’s new ‘near peer’ tuition function.

You Never Stop Worrying, directed by Sir Ridley Scott’s son Jake Scott, will run across TV and Radio from 1 September. It is the debut campaign from MyTutor, with the platform having been appointed by agencies earlier this year following a competitive pitch. The initial project is worth over £2m combined creative and media.

It’s hoped that the initiative will reassure parents that while they may never stop worrying about their kids, increasing their engagement with their child’s online education could alleviate some level of concern.

Lori Meakin, founder of Joint, commented: “We are delighted to work with the brilliant team at MyTutor and Jake Scott and RSA films to create a beautiful, emotive and authentic piece of work uniting parents and teens in the face of what can be a stressful time.”

Ed Duncan, director of brand and communications at MyTutor said that while parenthood is an unending source of joy, it’s also a constant source of worry. “And one of the things we know parents find most worrying is working out how best to support their child’s education – especially at those times when it maybe isn’t going as well as it could,” added Duncan.

“We’re delighted with the campaign Jake Scott and the team at Joint have created to meet this brief.”

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