MyTutor today announced the launch of its latest campaign ‘You Never Stop Worrying’ featuring creative production by Joint and media planning and buying by Goodstuff.

MyTutor is the UKs most trusted online tutoring platform, where parents and students can get live expert help in any subject, at any level, from hand-picked tutors. 

MyTutor has ambitions to be a parent’s first thought when deciding how to support their child’s education. The brief was to get parents of teenagers to sign up to MyTutor by showing them that MyTutor's 'near peer' online tuition engages their children and makes their confidence soar. 

You Never Stop Worrying, directed by Jake Scott, will run across TV and Radio from today and is My Tutor’s debut campaign having appointed the agencies earlier this year following a competitive pitch. The initial campaign is worth over £2m combined creative and media.

The campaign has an empathetic tone as it aims to reassure parents that while they know they will never stop worrying, MyTutor can help them worry just a little bit less.

Lori Meakin, founder, Joint said: “We are delighted to work with the brilliant team at MyTutor and Jake Scott and RSA films to create a beautiful, emotive and authentic piece of work uniting parents and teens in the face of what can be a stressful time.”

Simon Wilden, partner, GoodStuff said: “MyTutor are investing a significant budget in a national, multimedia campaign with a focus on brand building and preference; spending nationally across all major linear TV broadcasters, BVOD and adding audio for additional impact in key areas to really bring this debut campaign to life.”

Ed Duncan, director of brand and communications, MyTutor said: "Being a parent is a joy. But it’s also a constant source of worry. And one of the things we know parents find most worrying is working out how best to support their child's education; especially at those times when it maybe isn't going as well as it could.

“We needed a campaign that didn't just tell parents about MyTutor, but also showed that we really do know how it can feel in their shoes.  We're delighted with the campaign Jake Scott and the team at Joint have created to meet this brief. And in Goodstuff, we have a media partner who has shown time and again an uncanny ability to help growing brands on to the next level."