Back-to-School Campaigns Should Prepare Families

Not Just Sell Products

Every year, back-to-school season becomes a marketing frenzy. New backpacks. Uniform specials. Gadget discounts. But very few campaigns focus on preparing learners emotionally, academically, or socially for the year ahead.

Africa needs a different model; campaigns that strengthen the home-school ecosystem. Imagine a campaign that teaches families how to create study routines, set boundaries for digital use, support mental health, and prepare learners for the curriculum of the coming year. This would transform academic outcomes more than any sale.

Schools and brands can collaborate to produce meaningful starter kits: planners, reading lists, mental health tools, simple science kits, reflection prompts, and parent guides. Community activations can include workshops, learner confidence sessions, and school readiness events.

The goal is not product consumption; it’s learner preparation. Back-to-school season is an opportunity to reset the culture of learning, align expectations, and create momentum. That shift could change the narrative of an entire academic year.