Project: Learning Never Stops / Back to School
Client: UNESCO Regional Office for Southern Africa
Region: Southern and Eastern Africa
Project Duration: 6 months
Budget: US$85,000
Objective:
With the COVID-19 pandemic causing widespread school closures, UNESCO sought to support learners in the Southern African Development Community (SADC) region as they transitioned back to school. The campaign aimed to emphasize the importance of continued education, promote safe school environments, and provide resources to re-engage students, parents, and teachers.
Solution:
Roth Communications adapted UNESCO’s global “Learning Never Stops” campaign to resonate with the SADC audience, creating localized content that addressed the unique challenges faced by students in the region. Through audio storytelling and multimedia assets, the campaign promoted the benefits of returning to school, alleviated concerns about safety, and provided practical resources to families.
Key deliverables included:
- Audio Stories: Roth created six engaging audio stories that tackled pandemic-related educational challenges, like social distancing and school readiness. Each story was produced in English, Portuguese, French, and Kiswahili to ensure accessibility.
- Collateral Materials: Posters, social media graphics, and offline materials were developed to promote the back-to-school message, reaching communities without reliable internet access.
- Training Manual and Train the Trainer Workshop: Roth developed a training manual for educators to facilitate offline community discussions, followed by a “Train the Trainer” workshop to equip local facilitators.
Impact:
The campaign successfully bridged the gap between communities and education systems, reaching parents, students, and educators across urban and rural areas.
Key outcomes included:
- Enhanced Readiness: The audio stories and printed materials were well-received by parents and children, fostering a positive mindset toward returning to school.
- Empowered Educators: The “Train the Trainer” workshop equipped local educators with the skills and tools needed to lead back-to-school discussions, reinforcing the campaign’s messages.
- Increased Reach: Through multilingual content and community-focused distribution, the campaign achieved widespread accessibility, helping restore confidence in education across the SADC region.
The “Learning Never Stops / Back to School” campaign demonstrated the power of localized communication to support educational resilience, empowering communities and ensuring that learning remains a priority even in challenging times. See the campaign here