Grow Up Great is a $350 million initiative founded by PNC that provides advocacy, volunteerism and grants to support early childhood education in low-income communities. To coincide with its 10th anniversary, PNC wanted a new campaign and asked us to pitch the social media component (while their above-the-line agency pitched traditional media ideas.) They loved our idea so much that we ended up producing the entire campaign, leading to iCrossing's first national TV, print, and out-of-home creative work. Not to mention the social and digital executions.
BROADCAST & PRINT targeted influencers.
The idea was founded on a simple insight: technology and communication has progressed to the point where we can now find the answer to almost any question in our pocket. But for kids aged 0-5, parents and teachers are still the primary source of knowledge.
OUT-OF-HOME advertising targeted parents directly, and ran in low-income communities where kids are at risk of falling behind the most.
A valuable partnership with Sesame Street led to the creation of a series of learning kits for parents and caregivers to download for free.
On Facebook and Twitter, we created content that educated influencers and parents on the importance of early education and encouraged them to share it with their friends.