The Exchange Program
Create an innovative fundraising campaign that sheds light on the global education crisis and creates active new members of the PoP movement. This 3-month fundraising campaign will raise $1,000,000 and build 40 new schools between Laos, Guatemala, and Ghana.
Without school, kids in underdeveloped nations have no choice but to help their families any way they can. In doing so, they develop certain skills and values that an average child in a developed nation might not.
Create a campaign that does not collect charity, rather, it empowers these kids by giving them an opportunity to teach our audience some of their life lessons. By showing people how much these kids already have to offer, our campaign incentivizes people to donate to Pencils of Promise, thereby providing some book smarts in exchange for their street smarts. We call it The Exchange Program.
TED Talks - Traditionally, TED Youth programs invite high school students to learn from a variety of experts. At The Exchange Program’s Day, our young teachers will be the ones imparting the knowledge.
Skype Classes - As guest lecturers in high schools and colleges, our kids introduce new topics and ideas via Skype. At the end of the lessons, viewers are encouraged to visit theexchangeprogram.com.
Microsite - As people donate, a virtual school opens. Each donation opens an online classroom, where donors can learn a lesson from our educators. Topics range from arts and crafts to living on a budget. Simultaneously, web-based video shows the construction of actual schools in Ghana, Laos, and Guatemala. The virtual school acts as the hub where all other executions direct people to donate and learn more.
Yahoo Answers - People approach the Internet with a world of questions, often finding clarity on Yahoo Answers. By infiltrating Yahoo’s response system, our kids express their own take on the best solutions to users’ questions. Banner ads on the page will brand the campaign and redirect people to our microsite.
Snap Chat - The Exchange Program students will teach people 10 second lessons. At the end, users have the ability to donate using Snapchat’s money transferring feature. When people send money, they get a thank you snap, and a link back to our hub.
Outdoors - Clever tips explain the how-tos in the everyday lives of these children. Lessons are relevant to the corresponding media space and viewers are encouraged to donate at the point of purchase.
School – Bookshop
Art Director - Me
Copywriter - Anna Lamson
Copywriter - Scott Jones
Creative Director - Nick Liebskind
Creative Director - Nathan Crow