Posted on Thursday, April 21st, 2016
We work with 20th Century Fox to help them engage primary school pupils with their new film releases. Our recent programme for ‘Snoopy and Charlie Brown: The Peanuts Movie’ was a big success, (100,000 children and their families engaged, 82% of participating children saying they couldn’t wait to see the film).
So we thought we’d look at why this project worked so well, and what other brands and organisations looking to engage children, parents, teachers and schools can learn from it.
- Relevance – The ‘Dream Big’ campaign supported learning in core curriculum subjects of English and Art, as well as giving teachers fun ‘filler’ activities for form time. The engaging and high quality resources were genuinely useful for teachers, helping them teach storytelling and drawing skills in a new, creative way.“It’s great to have a whole new range of literacy learning techniques in the classroom! Stimulating and captivating imaginations through the powerful and inspiring medium of film! Our kids LOVE it!” Year 5 Teacher
- Learning at home – The campaign culminated in an exciting ‘fill-in-the-gap’ comic competition for children to complete at home. The immersive learning experience provided an opportunity to engage parents with the film and its characters in a positive way before it was released.“Thank you so much for running this competition to motivate pupils in schools.” Parent, Wembley
- Inspirational content – The ‘Dream Big’ resources drew on the heritage and popularity of the original comic to inspire pupils. Children were engaged through video featuring film clips and a ‘how to draw Snoopy’ tutorial from the Director, as well as downloadable ‘Be a cartoon writer’ and ‘Be a cartoonist’ worksheets
- Multi-channel communications – To maximise the number of participating schools, we designed and implemented a wide communications programme that included email, social media, advertising and partnerships with education organisations including TES and National Literacy Trust
So how can you apply these insights to your own campaign? We’ve outlined some suggestions below.
- Successful programmes have strong and robust curriculum links that satisfy a variety of learning needs, meaning they are useful to teachers in a number of scenarios. Linking your project to a government or educational priority can also help to give it credibility with schools
- Ensure that the campaign gives real educational value to pupils. Parents are more likely to respond to commercial elements if they feel positive about the education value any partner has delivered
- Remember that learning is an active process that doesn’t always need to take place sitting in a classroom. Take-home learning and out-of-class activities like film screenings can help communicate an educational message in a memorable and engaging way
- When designing an education campaign, get creative and think about digital, film and other interactive content that will inspire children, teachers and families
- To drive school and teacher participation, think carefully about your audience, and consider the channels, messages and benefits that will appeal to teachers
If you would like to hear about another of our 20th Century Fox campaigns or discuss your own business needs please contact us at firstname.lastname@example.org.