Back to School, Beyond the Bag

Back to school doesn’t only mean getting children ready for school. It means getting them ready to face everything that comes with it.

For parents, the weeks before school are filled with preparation: new uniforms, school bags, books, stationery, lunchboxes and everything a child needs for the first day back.

But while parents prepare what their children will carry, they can easily overlook what their children may already be carrying inside.

The return to school can bring more than excitement. Academic pressure, tests, grades, homework, fear of failure, social challenges and bullying can make school a source of stress and anxiety for children. Research among 2,000 children aged 10–12 found that 68% reported moderate-to-severe academic stress, with academic workload and fear of failure among the key contributors.

And sometimes, that stress doesn’t come as a clear conversation. It can appear as a child refusing to go to school, becoming unusually quiet, withdrawing, complaining of headaches or simply saying, “I don’t want to go.” The American Psychological Association notes that children may express stress through changes in behavior, withdrawal and physical symptoms, while school-related concerns can include tests, grades, bullying and friendships.

That is where our campaign begins.

We wanted to remind parents that preparing their children for school is not only about packing their bags. It is also about unpacking their feelings.

Through a series of everyday back-to-school moments, the campaign reveals the emotional reality that can exist beneath seemingly ordinary behavior, encouraging parents to look beyond what they see, listen beyond what their children say, and create a safe space where their fears and worries can be expressed.

Because the most important things children need for school cannot be bought, packed or checked off a list.