Cannes Lions

#SaidNoSchoolEver

HAVAS WORLDWIDE, Chicago / HEFTY / 2016

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Overview

Description

Hefty saw this as an opportunity to raise awareness for its products while also tying the brand to an important issue that is near and dear to its consumer base of moms with school-aged children. So we created #SaidNoSchoolEver, a campaign which highlighted the lack of funding in education, and delivered it in a tongue-in-cheek way. With online videos and memes, the campaign demonstrated the brand’s commitment to the cause by encouraging people on its social channels to tag teachers who “do it all” in order to show support and recognize the great teachers they have learned from over the years. But this wasn’t enough. We wanted to make the burdens teachers face more visceral. So we took to the streets of Chicago, one of the most underfunded school systems in the country, and had real teachers beg for the supplies they need for their classrooms.

Execution

Comprised of online videos, social media tactics, influencer outreach and a real world stunt, the campaign highlighted the pervasive problem facing public schools across the country: lack of funding. Our potent message struck a chord with parents and teachers alike, who praised Hefty for taking a stand. But we wanted to do more to help teachers. So we took to the streets of Chicago, one of the most underfunded school systems in the country, and had real teachers beg for the supplies they need for their classrooms. We also created a website, SupplyATeacher.org, that allows teachers to set up an Amazon “wish list” of the supplies they need. Site visitors can purchase items from this list and have them shipped directly to the teacher.

Outcome

Through Hefty’s efforts, #SaidNoSchoolEver has garnered over 57MM video views and earned more than 72MM impressions. Our website, SupplyATeacher.org is currently helping teachers get the supplies they need for their classrooms. This eye-opening campaign ignited a conversation that has yet to burn out with the targeted moms and more importantly, educators. Hefty understands the value of education, and we’re working to ensure teachers everywhere don’t have to beg to do their jobs.

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