The videos and images, created for Facebook, YouTube and Instagram, will appear online until the 6th of September and reach over 3.5m parents.  

With reports suggesting that school pupils in the UK lost a third of education time during the pandemic, arts & crafts brand Crayola has teamed up with data-powered integrated agency Jaywing to create its 2021 back-to-school campaign. Designed to encourage a new year of adventures, friendship, exploration and endless creative possibilities, Crayola partnered with Great Bedwyn C.E and its pupils in Wiltshire to reflect on the back to school season through the imagination of a child.

The campaign, which comprises videos and images showing children colouring in a series of letters to reveal the phrase ‘back to school’, saw the pupils from the Great Bedwyn C.E Primary school playing a huge role in the project. The aim was to emphasise the human experience of education and adventure through learning as they created poems about their own back to school memories. The children then attended the final shoot, where they read the poems out to be used as the final voice over.

The videos and images, which were created for Facebook, YouTube and Instagram, will run from the 26th of July to the 6th of September and reach over 3.5m parents.

Crayola is passionate about helping parents and educators encourage creativity and is committed to making its products responsibly. This means parents and children can feel confident their back to school tools are responsibly sourced from well-managed forests and created with the help of sun-harnessed renewable energy.

Jade Childs, brand manager at Crayola, said: “We worked with Jaywing to creatively execute our Back-to-School 2021 social campaign, which celebrates the return of school. As children haven’t had a taste of normality for a long time, we wanted to help parents get back to school ready with our comprehensive range of Crayola stationery. We pride ourselves in offering the best quality and breadth of arts & crafts supplies to aid children’s learning and development and stand by our mission of helping to raise creatively-alive children.”

Jade added: “We’re thrilled with the final Back to School campaign and the authentic creatives we developed together, with the poems written and voiced-over by participating children from a local school, it was a great process that they really enjoyed getting involved in.”