Pencils of Promise
Objective: Develop a fundraising campaign that'll build 40 new schools in the developing world and raise awareness about Pencils of Promise’s efforts to bring light to the global education crisis.
Strategy: The idea behind this campaign is to take the simple act of placing a pencil behind your ear and making it the symbol that you’ve donated to Pencils of Promise. People should feel proud that they’ve made a promise to join the fight against the lack of access to education. Celebrities will help make it cool and go viral. So whenever someone is seen with a pencil behind their ear, Pencils of Promise should immediately come to mind.
Media: Print, OOH, Sponsored Events, Social Media
Strategy: The idea behind this campaign is to take the simple act of placing a pencil behind your ear and making it the symbol that you’ve donated to Pencils of Promise. People should feel proud that they’ve made a promise to join the fight against the lack of access to education. Celebrities will help make it cool and go viral. So whenever someone is seen with a pencil behind their ear, Pencils of Promise should immediately come to mind.
Media: Print, OOH, Sponsored Events, Social Media
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Newscast promoting Pencils of Promise with anchors wearing pencils.
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