Campaign & Initiative

The Three I’s Campaign

A complete education messaging system built around Inclusive, International, and Innovative—developed into parent-facing copy, organic social content, paid Meta variations, and search advertising.

Education
Messaging System
Campaign Copy

Client: The Giles School · Toronto, CanadaPrepared campaign system

What Naanouh Developed

Three established ideas, turned into one complete messaging system.

The Giles School already had a framework present in its brand but not yet fully activated: Inclusive, International, and Innovative. Naanouh reconciled five inconsistent drafts into one grounded statement, created the campaign concept and plan, and wrote the copy across parent-facing, organic social, paid Meta, and Google Ads formats.

This page presents completed strategic and copy development. Because the campaign remains unreleased, only selected excerpts are shown.

Concept & PlanCampaign idea, structure, audience moments, and messaging architecture

Parent-Facing CopyFive variations entering from different family concerns

Organic & Paid SocialFive organic posts and four paid Meta variations

Search CopyFifteen Google Ads headlines and four description variations

Selected Campaign Copy

Enough to show the system, without publishing the unreleased campaign.

Copy boundary: The excerpts below come from the prepared campaign. They are deliberately limited and clearly separated from the case-study explanation.

Prepared Copy · Core Campaign Statement

Since 1989, three ideas have shaped every classroom at The Giles School. Inclusive — meeting each child where they are, in classes small enough that every teacher knows every family by name. International — teaching in four languages to a community drawn from more than 20 countries, with immersion starting as early as Pre-K. Innovative — a curriculum built to teach children to think, not just to memorize. Founded in 1989, these three ideas were never a slogan here. They’re why families stay from Pre-K through Grade 8.

Prepared Direction · Parent-Facing Entry Point

“There’s this balance between the different things — it’s academically strong, but also very nurturing at the same time.”

This source quotation became an entry point for copy that held academic rigor and a nurturing school environment together, without weakening either part of the case.

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