When kids get home from school, every parent wants to know how their day went.

We’re curious about what they did and what they learned. But we also want to know what conditions are like inside their school and their classrooms.

ETFO’s new fall campaign gives parents an answer. Launched in mid-September and running provincewide throughout the fall, the new series of video ads invites parents to come along and see what it’s really like inside Ontario’s crowded classes — from our Kids’ Perspective.

Told from the perspective of an elementary student, each ad takes viewers inside Ontario’s overcrowded classes. The reality is that it’s noisy, crowded, hot, and overwhelming. And when kids need help, too often there’s not enough to go around.

Once a kid falls behind, it’s really hard to catch up. And students who used to have dedicated support are getting less and less time with the educators and EAs who help them learn — and help kids love school.

The campaign is airing on linear and connected TV, across digital channels, and on radio, where listeners hear what a crowded classroom really sounds like. In each of the spots, the students express their frustration in a simple and direct way that’s hard to argue with: “I wish somebody would do something.”

And elementary educators are doing something.

The campaign marks the second year of ETFO’s smaller classes, BIG DIFFERENCE campaign, which first launched last fall to support the union’s bargaining efforts.

The Ford government has cut $6.5 billion from Ontario’s classrooms since 2018. And elementary educators see the impact every day. That’s why ETFO is standing up to the Ford cuts and continuing to bargain for smaller classes and more support — to make school better for over 980,000 elementary students across Ontario.

The campaign includes high-profile billboards and out-of-home ads, as well as ETFO’s always-on social and digital presence that delivered over 100 million impressions in the last year.

Smaller class sizes — with proper funding for the supports that students need — would make a big difference for our kids and their teachers, unlocking the power and promise of public education and making it possible for educators to do more of what they do best: spotting the needs of every student and helping our kids get the supports they deserve. 

See more of the campaign and search for how much the Ford government has cut from each school at BuildingBetterSchools.ca.

Want to explore what you can do with your next campaign? Give us a call or say hello!