Like every country in the world, schools have to follow the government programs in the education plans they apply every year. We skip this obstacle by giving this platform for free to use to the schools so they didn’t have to ask permission of the government to implement in their classes. We also revised the objectives and the content of the government education plan to adapt the content of the interactive platform to it, so they can also implement at any time during the school year.

Teachers were able to use the tools and content to integrate it in their daily lessons. We also invited classes to visit the AD and check out how an actual newspaper gets made.

With this platform, that still running and getting more schools involved every month, kids are able to create their own school newspaper. And as a consequence, make them understand how important is to have an opinion and being respectful with the opinion of others. In other words, helping to preserve the freedom of speech for the next generations.

We used the different channels as described above.

It is important to highlight that the objective of this campaign was not focused in sales or business effects, but in the increasing of the AD brand engagement and the brand reputation within the Dutch population.

Image campaigns like this are built in the long term and the project of the school newspaper is still alive, being too soon to build a case isolating the results.

But the main objective is accomplished for the brand since kids from more than 100 schools are able now to make their own school newspapers learning how to express their opinion and, most importantly, how to respect the opinion from others.