Brontosaurus in the Himalayas is a Czech NGO educating local people in Mulbekh, a small village in Little Tibet. in 2020 they were about to finish a new school science lab there. And they desperately need teachers.

But how to convince Czech teachers to travel 6.700 km just to do ther job especially during the summer break:

The brief:

1./ Convince at least 60 Czech teachers and scientists to go and teach kids in a new school lab in Little Tibet.

2./ Increase awareness of the client’s educational projects in Little Tibet.

The challenge:

How to make Czech teachers travel 6700 km during their summer break to do the same thing they have been doing the whole year – teach kids science.

Being a teacher in Little Tibet is quite different than in the Czech Republic. Not just because of the weather or high altitude. The main difference is the kids. Eagerly waiting to learn something new. Even physics. Probably the most difficult and hated school subject on Earth.

We made an online video of kids in Little Tibet "misbehaving" by doing physics experiments. And because they have no one to teach them properly, they usually fail. A lot. Which of course drives their parents crazy. So they send a message to the Czech Republic asking for anybody who can master "the magic of physics" to come there and stop the madness.

The main role in the whole story is played by an iconic Czech Physics textbook, easily recognizable by any Czech student and teacher as well. It’s a cultural reference that makes the video even more relatable to a Czech viewer.

We made an online video of little kids in Little Tibet "misbehaving" by doing physics experiments. And because they have no one to teach them properly, they usually fail. A lot. Which of course drives their parents crazy. So they send a message to the Czech Republic asking for anybody who can master "the magic of physics" to come there and stop the madness.

The goal was to locate this online video on the Facebook fan page of the organization and become viral. As a kick-off, we asked some influencers and magazines for sharing than the avalanche came.

An online video located on the Facebook fan page of the organization to become viral. As a kick off we asked some influencers and magazines for sharing than the avalanche came. We reached more than 20% of the Czech Facebook population and made it even to national TV.

The video was placed on Facebook on the 22nd of January 2020 and the goal was to get volunteers till the end of its month. So the campaign run just 9 days.

The budget for the campaign was limited. The client paid just for the production, to be more specific just for the flight tickets of a small production team + 25.000 CZK (about 950 EUR) used for FB sponsoring.

We seeded the video on Facebook with a plea to our fans to kindly share it with their friends. In less than two weeks, we reached an incredible number of 34.450 reactions.

127 teachers and scientists have signed up as volunteers. (the plan was 70)

100.000 views and 2.000 shares in less than 24 hours.

830.000 views and 8.100 shares in total.

More than 1,4 mio. people reached just on Facebook. (Czech FB population= 5,3 mio.)

67 000 CZK in donations (even this wasn’t the main goal).

Made it to the main news and morning shows on national TVs. The earned media created a reach of over 1,1 million people, increasing overall reach to 2,5 mio.

Former presidential candidate signed up as one of the volunteers.

We invested only a tiny budget into promoting the content at the moment of its launch (less than USD 1.200), the rest came organically.