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Kids Save the Day

An international social media campaign to match an educational company’s humanistic philosophy.

Client
Helen Doron English
Branch
Education
What
Communication Strategy

Summary

Helen Doron English needed a new social media based campaign to engage a worldwide audience and effectively communicate the humanistic aspects of their brand. Through the use of our Creation Machine methodology, eobiont was able to conceptualize a program that would work on a local and global level.

An international social media campaign to match an educational company’s humanistic philosophy.  - Slide
An international social media campaign to match an educational company’s humanistic philosophy.  - Slide
An international social media campaign to match an educational company’s humanistic philosophy.  - Slide
An international social media campaign to match an educational company’s humanistic philosophy.  - Slide

They asked eobiont to help them create an international campaign that would communicate their commitment to social and environmental engagement.

Helen Doron English is an international company that not only teaches English to children, it also prides itself on its commitment to social and environmental engagement. They asked us to help them create an international campaign that would communicate this aspect of their company philosophy.

Because they already had a large network of Learning Centres throughout the world, it made sense to create a campaign that could involve them. However, if the subject matter was centered too far away, it might seem too abstract and less meaningful to local participants.

Our solution was the Young Heroes Project, an international contest focusing on local challenges from the individual communities of participants. The children and their adults were to work as a team in three steps: Discover, to consider what social or environmental improvements they wanted to see in their own neighborhoods; dream, to find creative solutions; do, come up with a plan and implement it. They were to document their progress on an online portal so that others from around the world could be inspired by their actions and vote on the best project.

Besides creating the initial concept, we created a website template for their in-house designers and programmers to use as a guide. Additionally, we gave them support by preparing templates for national and local press releases and creating a concrete implementation plan for Learning Centres and other potential participants to follow.

They received over 140 inspiring entries from teams around the world. Not only does this project teach children essential tools to help them become better, more involved citizens of the world, it also attracts positive attention to the Helen Doron brand by showcasing its high commitment of caring on the local and global level. This program also has the added bonus of being able to be used year after year as part of Helen Doron English’s regular offerings.