The Indian Express has launched a new campaign titled 'Blackboards' for schools. Created and executed by below-the-line marketing agency 141Sercon, 'Blackboards' aims to reach out to parents and make them realize the impact of their negative habits on their children.
The campaign will be undertaken during parent-teacher meetings at over 70 schools in New Delhi that fall under The Indian Express’ student connect initiative titled 'Quest'.
'Blackboards' involves creatives made out of chalk on classroom blackboards supported with pledge cards for parents that will make them pledge promises not to smoke, drink, use abusive language or exhibit violent behavior in front of their children.
Alok Srivastava, national head - sales and distribution, The Indian Express said, "It is an attempt to work towards generating awareness against social evils which are inadvertently passed on' by parents to their children. We believe that it is our common responsibility to address such a cause."
Vijay Singh, managing director, 141Sercon said, "The campaign has been designed keeping in mind the fact that as parents, we try and protect our child from every negative external influence possible. However, we tend to completely ignore some of our not-so-positive habits which may leave a lasting impression on these young minds. This is our way of making the parents realize this and act upon it."
Seen above: A pledge-card signed by a parent. 141Sercon says, over 200 parents signed such pledge cards in two hours at St. Paul's School, New Delhi.
Singh said the current phase of the campaign would continue for a month and half, depending on the frequency of parent-teacher meetings. In the next phase of 'Blackboards', the agency will try to use social media to generate awareness.