Jack Arts

The School for Good Mothers: Jessamine Chan

Jessamine Chan’s debut novel has received enormous praise, and rightly so. The School for Good Mothers imagines a dystopian world in which mothers are to be punished for parenting wrongs, being sent to a re-educational correctional facility that will supposedly reform their abilities to raise children. Described as “bold, provocative and scalpel-sharp”, and by Pandora Sykes as “destined to be a feminist classic”, it was only right that the novel be launched on the street with an equally evocative experiential campaign.

We worked with Penguin’s Cornerstone imprint to platform The School for Good Mothers in London. Routing a team of actors around the heart of the city reciting haunting manifestos from the book’s namesake facility, it brought a sneak peek of Chan’s imagined world to life right in the heart of the English capital. Turning heads and drawing crowds, it made the story reach out onto the streets, with passers-by given leaflets to take away and remember it by.