From gynaecologist offices to TV screens: all eyes on Parentia

In 2019, the child benefit system in Belgium changed and a new child benefit fund was born: Parentia. Beyond ensuring punctual and accurate payments (not exactly a differentiating factor), Parentia wants to support parents in their family’s administration, freeing up time that they can then spend with their children. But how do we make them aware of Parentia’s existence? With a creative campaign that’s impossible to ignore.

Parents, caught up in handling family admin, often fail to see the remarkable achievements of their children. This was the recognisable starting point for our campaign featuring several child prodigies. There’s Liesje, who orders osso buco in fluent Italian; Emma, who reads Dostoevsky’s Crime and Punishment as a bedtime story; Tuur, who plays the piano like a virtuoso; and Noah, who has such a knack for IT that he’d make Silicon Valley techies jealous. Thanks to Parentia, parents can focus on what really counts: seeing their children shine.

In addition to creating radio and TV spots, we took our campaign online through videos on social media and banners on Facebook, YouTube and the Google Display network, among other channels. We also set up an extensive mailing campaign, as well as raising awareness of Parentia’s services at baby fairs and via leaflets, posters and checklists in gynaecologist offices. Moreover, we transformed the Parentia website into a clear and well-designed platform where parents can find all the information they need at a glance.