We built this campaign with the parents and the home the main players. This campaign didn’t seek outside support, rather internal pride and excitement, leading to an involved and supportive parent body. Together with the videographer, we developed “Something to Write Home About,” creating student excitement, spilling over at home where parents would be interested to see their child’s day in school. The teaser ads mitzva notes covered snippets into their day. Each ad in the series created a sense of  responsibility and true involvement for the parents.