This entry should be considered for the Titanium Lions

80% of South Africa schools are rated dysfunctional. One School at a Time is intent on fixing this. Almost half of the school children are parentless and poor. It's hard for them to be positive about themselves or their futures.

OSAAT wanted to inspire children to feel like they can achieve no matter where they come from.

We got cosmonaut, Gennady Padalka to record a message in the ISS, inspiring the children of Forte High School to follow their dreams.

We then broadcast it on Radio 702, to the classrooms at Forte High into which we placed radios tuned in to 702.

The children then listened to him talking directly to them.

The director of OSAAT was in the 702 studio and spoke about the project.

Post the broadcast video footage of the recording was posted online for people to watch.

The campaign generated earned media of 2 million on no budget.

Published in over 30 print and online media platforms (locally and internationally).

Broadcast on three radio stations.

Total audience reach over 7,7 million.

Total PR value of over R2, 000, 000.00 (off no budget).

The campaign resulted in engagement on OSAAT’s Twitter page to increase from zero engagement to 136 055 accounts reached and 268 799 impressions made with @OSAAT_SA and #RFTS.

Key message: Reach for the stars 3495 mentions.

Aired on the news on TV.

No unfavourable mentions.

112, 006 Twitter impressions made with @OSAAT_SA.

Followers increased by 36% in 1 day

And 1800 inspired children

We got a Russian Cosmonaut, Gennady Padalka to record a message inside the International Space Station, 400 km from earth, inspiring the school children of OSAAT’s partner school, Forte High in Soweto, to follow their dreams, just as he did.

We then broadcasted the message on Radio 702, Johannesburg’s most popular talk station on Friday 17 April.

At the Forte High School, radios were set up in every classroom and tuned into 702. The children listened to the broadcast of Gennady Padalka talking directly to them.

The director of OSAAT was at radio 702's studio before and post the broadcast speaking to the radio host about the project, and about One School at a Time.

Shortly post the broadcast, video footage of our cosmonaut's actual recording in the International Space Station could be viewed online at www.oneschoolatatime or at www.702.co.za.

Of the 27 000 schools in South Africa, 22 000 are rated dysfunctional. One School at a Time, a registered non-profit organisation, sole intention is to create an educational system that's a shining example to the world. They partnered with Forte High in Soweto in 2008. Since their involvement, have made a marked improvement. However, because almost half of the school children come from child-headed families, are poor and there is a lack of role models, it makes it hard for these children to be positive. They don't believe in themselves, or their futures. So, OSAAT wanted to inspire these children to believe they can achieve anything no matter where they come from. By getting our cosmonaut, who achieved his dream, to speak directly to the children from space, we were able to inspire them and by broadcasting it via 702, we were able to inspire the nation to help them get there.