Brand Experience and Activation > Product/Service

SAVE OUR HISTORY

CIVIC ENTERTAINMENT GROUP, New York / THE HISTORY CHANNEL / 2006

CampaignCampaignLayout(opens in a new tab)
Presentation Image
1 of 0 items

Overview

Credits

Overview

ClientBriefOrObjective

The History Channel (THC) is a strong brand with loyal following and robust sales. Recently, other networks have used historical programming to draw audiences, dollars from THC. THC seeks to secure its position as the leader in “all things history.”Save Our History (SOH) is THC’s philanthropic initiative to preserve local historic sites and enhance teaching of local history in America’s classrooms. In the 2005 cycle of SOH, THC sought to gain wide-spread adoption of the SOH programme, strengthen its relationship with existing users and continue to position THC as a key player in the education and preservation communities.

Execution

Expanding a programme that began in 2003, THC worked in 2005 to engage history teachers and students in SOH, reinforcing the importance of partnering with current SOH participants: history organisations. THC took SOH into America’s schools by developing free cutting-edge education materials linked to state standards in 50 states along with a new National Honors Student/Teacher Scholarship Programme. THC created incentives for history organisations to use the materials in creating historic preservation projects with students by implementing the second year of SOH Grant Programme. Expanded awareness for the campaign through on-air PSAs featuring First Lady Laura Bush, Regis Philbin, Dennis Farina.

Outcome

1. Distribution of free materials to over 40,000 teachers reaching 1,2 million students;2. THC Cable Affiliates ran 50,000+ SOH spots;3. 2nd Grant Cycle received 388 applications requesting over 3M in funding. 26 SOH grants distributed nationwide;4. Hosted SOH Media Events in 10 top DMA markets highlighting SOH projects and student work. Secured 329,251,748 impressions in 2005;5. Launched and promoted $50,000 National Honors scholarship programme

Relevancy

Unprecedented outreach campaign, new frontier in community marketing to engage new audience included:1. New SOH Educator’s Manual; project “how-tos”, expert articles from Smithsonian, National Trust, National Archives, National Parks; monthly lesson plans (Constitution, Civil War, etc)2. Partnership with National Council for Social Studies (NCSS – largest network of history teachers in US); distribution of Manual 3. National Honors Student/Teacher Scholarship Programme4. 2nd Annual Grant Programme, $250,000 in preservation grants5. Professional Development sessions for education specialists at annual history conferences6. New SOH PSAs airing THC/cross channel.

More Entries from Publications and Media in Brand Experience and Activation

24 items

Grand Prix Cannes Lions
FAST

Cars & Automotive Services

FAST

VOLKSWAGEN, CRISPIN PORTER + BOGUSKY

(opens in a new tab)

More Entries from CIVIC ENTERTAINMENT GROUP

24 items

Silver Cannes Lions
THE PACIFIC NATIONAL HONOR FLIGHT

Best Use of Live Events and or Celebrity endorsement

THE PACIFIC NATIONAL HONOR FLIGHT

HBO, CIVIC ENTERTAINMENT GROUP

(opens in a new tab)