Department for Children, Schools and Families - early learning

The Department for Children, Schools and Families (DCSF) wanted to increase the take-up of free early learning for three- to four-year-olds among Bangladeshi and Pakistani communities, using direct mail as part of an integrated campaign.

Designed and implemented by Media Reach, the first phase combined TV, radio and print with fun days, roadshows and direct mail; the second phase involved a short burst of advertising, while the third and most recent phase involves above the line media too.

This direct mail leaflet, which went to 230,000 selected postcodes in the first phase, conveyed the message through Urdu, Bengali and English comic strips. In the first year, the campaign produced a 61% increase in calls to the helpline from the target audience. It's also benefited from word of mouth, which is powerful in these communities.