Back To School Mums
Ogilvy & Mather 2017

Back to School Mums

According to a Nestlé backed study, 1 in 4 children in Malaysia skip breakfast. This deprives them of the energy they need to perform in school. Not being able to concentrate in class leads to them failing exams and eventually dropping out of school.
School days aren’t what they used to be. Hours are now longer, syllabus are tougher, and the day doesn’t just end after school.

A school day takes more energy than you think. In fact, a study by the company has found that it takes a child more than 1500 kcal to get through a school day, which is about the amount of calories needed to run a half marathon or swim 50 laps in a pool.
Mums need to realise what they are putting their children through every day.
So the energy beverage brand Nestlé MILO® let them have a taste of their own medicine – by putting them back in school for a day.

Back To School Mums is an initiative in line with the brand’s campaign to highlight the importance of breakfast in giving children the energy they need to take on a school day, with a larger intention to foster greater understanding amongst parents about what goes on in their children’s day, strengthening the bond between parent and child.
Mums were sent to the same school as their child and put through the exact schedule that they have packed their child with. From the early morning rush for the school bus, to every lesson in school and every activity thereafter, mums did the same.

Through this activity, these mums felt what their children felt: The challenges they faced, the hunger they felt for skipping breakfast, the frustration of not being able to perform, and the mad rush from one activity to the next.
They finally learned how unbelievably long and tiring their children’s day was. They realised the need to give their children breakfast so that they have the energy to take on their day. More importantly, the need to communicate and understand their children better.

The entire experience was filmed and edited into a series of 4 web films and it part of a larger Integrated Campaign.

MILO® has always been championing the importance of breakfast and is well into its sixth year of running its breakfast campaign. Since 2013, the brand has organised MILO® Malaysia Breakfast Day – a yearly event with fun runs, breakfast and MILO®, nutrition education, and games for the whole family – in effort to raise awareness on the importance of a wholesome breakfast in leading healthier lives. This year’s event was participated by up to 60,000 Malaysians across 7 locations in the country.

Kancil Awards 2018
Silver – Best Direct-Led Integrated Campaign
Bronze – Best Use of Direct & Promo (Digital-Led)
Bronze – Kancil for Good: Direct


Back To School Mums
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Back To School Mums

According to a Nestlé backed study, 1 in 4 children in Malaysia skip breakfast. This deprives them of the energy they need to perform in school. Read More
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