自然就懂了！
Advertising Campaign for RTC Gaia School
Under the stressful Hong Kong education system, which just focuses on the academic result, both children and parents are getting more pressure nowadays. Some “special” children who get poor academic result or with emotion problem are defined as a “failure” in the society. They are afraid of studying and some even have psychological shadow towards the school. Thus, parents who want their children to have a happier school life and a balanced personal development are seeking for other alternative education methods.
However, there are not much choices of alternative school in Hong Kong, except the schools that offer special education. Therefore, RTC GAIA School, which is the first school which using the natural learning approach in Hong Kong, is standing ahead of the academia and providing more choices for students.
CLIENT
Started in October 2007 by the GAIA Association and located in Tuen Mum. RTC GAIA School is non-government funded. They are the only organization that approved by Joseph Corncell, who is one of the most highly regarded nature educators in the world today. It got only 14 students and the beginning, and having nearly 100 students now.
RTC GAIA School is using people-oriented approach, they respect and care for the individual differences of children. The natural learning approach (情意自然教育) is about appreciation, caring and sympathy, as they believe life affect life. Thus, in general, the philosophy of this school is all about “respect”. Apart from letting children learning in a green environment, the school also emphasizes learning from daily life and independent learning. Therefore, they are focus on learning process more than the result, and will educate and cooperate with the parents, so to provide the best education environment for children. While GAIA School running as a small school, it believes that its success will serve to influence the teaching approach in mainstream primary schools.
INSIGHT Both parents and children need to relieve from the stressful education system,
and the GAIA School will walk with parents and grow with kids
GET - Stressful Hong Kong parents
WHO - want to change & with kid aged 5 – 12 years old (DSS/ Private primary school student)
TO - experience the way of teaching of GAIA School (take a short courses)
BY - Telling them that whole family will have a happier life through learning respect
(as Respect is the true meaning of happiness in life)
IDEA Teaching materials can be everything.
Education and learning can be naturally happened in daily life for both parents and children.
The lessons will occur in the right time and right place.
To create and show the beauty of the world of respect. A series of videos and posters
1. Videos ( Lesson of Shell / Lesson of Bread / Lesson of Apple )
2. Posters
To provide information of RTC GAIA School. A Official website and Social media content
1. Official Website
The original website is not update and the website design is not good enough and bring to a poor user experience. In order to make the information present in a clear and detailed way, a new design is need for Gaia School.
2. Social Media
Apart of using official website to provide information, the other way RTC Gaia School communicate with parents and student is through Facebook. Therefore, several posts are needed for promotion. The posts a using simple graphic / icon, therefore the page admin can easily design a post in long term.
To encourage TA go to the
Open Day and join short courses
Direct mail with Discount Tag
