To help this private school stand out in a region rife with competition, we mined one of the most powerful emotions parents and kids feel when going off to school – fear. Fear hinders a child from succeeding. Fear of failing. Fear of being yourself. Fear of not meeting some arbitrary expectation. Parents fear their child will get lost in the system. Or become an outcast. Or be pigeon-holed. We positioned IDS for success by positioning them as a school that removes fear from the equation. So children can learn, grow and succeed. Fearlessly.