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Red's Becta team examined the difficulties parents experience when trying to get more than an ‘oh, nothing much’, when asking their child what they learned that day at school.

We conducted research which revealed that 82% of parents admit they don’t know as much about their child’s day at school as they would like and just 16% of children proactively share information with their parents about their school day.

Working with clinical psychologist Professor Tanya Bryon to support Becta’s Next Generation Learning campaign, we launched the ‘Oh, Nothing Much’ report which examined this issue, whilst also providing parents with advice and information on how technology in schools can help improve communication and as a result raise children’s attainment.

The team secured blanket coverage on the BBC, including two hits on BBC Breakfast, BBC One O’Clock News, Newsround, The Today Programme, BBC 5 Live, two hits on BBC News 24 and BBC regional radio, as well as branded news pieces on GMTV and lots of print and online. Visits to the Next Generation Learning website trebled on the day.

This campaign was a finalist for a PR Week Award 2009 (Marketing Communications category).