Changing the mind of 750,000 voters

School Cuts

The National Education Union launched the School Cuts campaign in November 2016 to reveal the devastating effects of the Government’s school funding plans.

Challenge

Three weeks out from polling day for the 2017 June General Election, the NEU wanted to capitalise on the moment and reach swing voters in marginal constituencies. They had already built schoolcuts.org.uk in partnership with Outlandish and wanted to build on the campaign and get as many parents to the site as possible.

Outcomes

  • Changed 750,000 votes
  • Held 23/25 target seats
  • Reached 3.2m parents & teachers
  • 300% increase in Facebook followers

How we did it

Working in partnership with Outlandish, who originally produced schoolcuts.org.uk – a website that gives parents and teachers clear and accurate information about school funding. 

At the heart of the site is an interactive map that allows parents and teachers to see how cuts have affected their local schools. 

We developed an ambitious social advertising campaign to promote the interactive map reaching millions of voters.

We connected with local parent campaigner groups and gave them the tools and support to push Parliamentary candidates to share where they stood on the issue.