‘Just don’t expect any thanks, all right?’
Witan
Issue 2 | July 2008
Agency
cchm:ping
Creative Team
Jim Thomas - Creative Director;Lucian Camp - Writer;Linda Jennings - Writer;Russell Miller - Art Director;Chris Hyde - Art Director;Christian Nouyou - Art Director
Production Team
Kat Burns
Date
December 2006
Background
Jump is a savings scheme from investment trust Witan. It is a long-term scheme that builds over time for people with children. It’s an ideal investment that is designed to mature as your child, say, gets ready for college or needs money for a deposit on their first home.
Idea
cchm:ping’s idea for this campaign was born out of the human truth that you, as a parent, may be doing the right thing, but you can never expect any thanks or praise from your offspring. A simple letter and brochure, illustrated with images of children at various stages of growth (and rebellion), explain the benefits of Jump, and the copy remains consistent throughout to the core idea. The brochure contents page playfully starts with, ‘It started with a kiss...’. Section six on the key questions about the trust is headed, ‘Why do doughnuts have holes? Why do I need to wash? What’s the point of school? Important questions that need answering.’ And it ends with a final chapter on ‘Your next steps’.
Results
Not yet available
Target Audience
Parents aged 30+
Size
10,000 pieces
Our Thoughts
There’s a lovely little insight behind this campaign. Nine out of 10 responses to the proposition, ‘Save money for your children’s future’ would show images of happy, smiling graduates in mortar-boards, clutching diplomas. This is altogether more knowing. In telling us that our kids will never thank us for the years of pain, sacrifice, grinding self-denial etc etc that are involved in parenthood, it suggests that maybe, just possibly, they might.