Today’s schools mould our young ones after a strict learning matrix and they’re never fit for the exceptional, for the unusual.

Even more so in Romania, a former communist country: the school curriculum still creates behavioural patterns and perfects the thinking inside the box.

Samsung strongly believes in creativity and its power to shape the future, and wanted to do something about it: obtain 1 creativity hour to be taught in schools!

In order to do this, it created a “Teach The Teachers” initiative.

- A content-rich online platform filled with tutorials, exercises, tips and tricks for The Creativity Hour;

- TED-like conferences with personalities famous for their lateral thinking;

- A dedicated YouTube channel featuring “Manifestos For Creativity” pledged by successful creative people;

- A special event called “The Different Week”, where teachers and children enjoy learning in different creative ways.

We co-opted A-list journalists and online influencers, inviting them to our events and pitching them the idea for the first “Creativity Hour” in schools. They got on board, promoting our cause, putting the matter high on the public agenda.

Our efforts culminated with a petition towards the Ministry of Education and The Government, to make the creativity class official.

We knew it was not going to be easy to persuade the Government and reform an archaic educational system.

We did it. The Ministry of Education approved The Creativity Hour!

Starting September 2015 all Romanian schools will have one Creativity Hour per week in their curriculum.

First, we went to the roots, by creating a “Teach The Teachers” initiative.

They loved it so much, that over 2000 teachers joined our movement.

We gave teachers:

- A content-rich online platform, filled with tutorials and exercises for The Creativity Hour

- TED-like conferences with personalities famous for their lateral thinking

- A dedicated YouTube channel featuring “Manifesto For Creativity” pledged by successful people with inspirational stories

- A special event called “The Different Week”, where teachers and children escape the school walls and enjoy learning in different creative ways.

We co-opted the A-list journalists and online influencers by inviting them to our events and pitching them the idea for the first “Creativity Hour” in schools – thus putting the matter on top of the public agenda.

And we added extra power to our efforts by promoting an official petition towards the Ministry of Education and The Government.

The Ministry of Education approved our request and as of 2015, Creativity Hour will be included in the national curricula! A fantastic proof of advertising really improving & touching the lives of people!

Samsung is the enabler of all creative materials that the Romanian Ministry of Education gives to teachers, nationwide.

We put the topic on the page of nearly 90% of all relevant publications in Romania

We actively involved over 3,000 people working for the educational system

We achieved 33 million impressions, which is more than 3 times the online population of Romania