Our client had a range of learning support materials and a duty to make schools more aware of them. Trouble was, teachers and schools are not particularly receptive to communications, especially in term time when they have other stuff to worry about – like teaching. Our client wanted help to navigate the baffling diversity of schools in the UK and what channels were cost effective (or effective at all!). We looked closer – auditing the changing structure of influence on education support across all four home nations, and spoke in detail to over 100 teachers, trainers and influencers to find out what cuts through and what gets binned (looking in their waste bins was a great way to do this). We prioritised the channels and teacher lifestages to target and built the findings into a new digital strategy.