CAUSE MARKETING CASE STUDY
Ad Council
Ad Council “Because of You” Campaigns.
THE SITUATION
Because of You is a movement that encourages teens to reflect on the power of their words and actions and consider how they are affecting others. While only one-third of teens list bullying as a top concern, twice as many say they regularly experience behaviors like drama, teasing, and exclusion. The Ad Council worked with Hallmark to bring lessons around this topic into the classroom in a relatable way, using videos and activities.
HOW WE HELPED
Our team worked with the Ad Council to:
- Create a Because of You in-school program to formalize the distribution of materials and inclusion of the message in classrooms
- Increase awareness of the Because of You brand and campaign messaging among students and teachers
- Integrate Hallmark through cards for distribution in classrooms and supplemental activities for students
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THE RESULTS
Ad Council and Hallmark saw great engagement in schools across the country, maximizing the efficacy of existing campaign investments.
The Spotlight article was promoted through social posts which drove 5,080 signups before signup was discontinued.
67% of teachers said the programs well-received by students
66% of participants “loved” the Hallmark Card Activity, while 16% “liked it a lot”
67%
OF TEACHERS SAID THE PROGRAM WAS WELL RECEIVED
67%
OF PARTICIPANTS "LOVED" THE HALLMARK CARD ACTIVITY.
Location
ITK Collective Charleston, SC 29403
hello@itkcollective.com
843-285-6282