LIBERTY
EDUCATOR BACK TO SCHOOL
CAMPAIGN
Liberty’s Back to School campaign, the client tasked Base Five with developing emotionally resonant creative assets that would connect deeply with mothers—particularly during the emotionally charged month of January as children returned to school. The objective was to inspire action by highlighting the importance of planning for their children’s future, ultimately encouraging parents to sign up for Liberty’s education insurance.
To meet the emotional and strategic goals of the campaign, our creative approach focused on visually capturing heartfelt moments between parents and children. We used warm, inviting colour palettes and featured real, relatable kids to evoke a sense of care, aspiration, and reassurance. The storytelling was designed to reflect the hopes parents have for their children’s futures, reinforcing the value of education insurance in a subtle yet compelling way. This approach ensured the campaign resonated with mothers while driving awareness and consideration for Liberty’s offering.
This approach helped build trust, deepen customer engagement, and position Liberty as a supportive partner in securing children’s educational futures through creative elements.
