Pearson | OpinionMatters Objective Pearson were looking to raise awareness of their new homework service Maths Made Easy. The resulting campaign aimed to deliver media coverage and raise awareness of the challenges faced by parents when helping their children with homework. Strategy The strategy was grounded in the initial insight that it is more socially acceptable to say that you are bad at maths than you struggle to read well. This was to be explored through further research, delivered by Opinion Matters and to lead Blue Rubicon to create a two-pronged strategy. To create a compelling media story to be further developed by the support of brand ambassador Carol Vorderman. To create an interactive online test for parents to assess their maths knowledge against that of their children. Opin

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