Each year, BP Canada develops an integrated advertising campaign for their A+ for Energy program. The program encourages teachers from across Alberta and Northest Territories to apply for a grant to fund an energy lireacy project, from Kindergarten to Grade 12. If successful, teachers can be awarded up to $10,000 to implement their project within the school curriculum.
WHAT REALLY MATTERS
Building on the success of previous years, the 2015 campaign continued to deploy a quirky illustrative approach to unite disparate schools, teachers, students and projects under one identity. The intent of the campaign was to explain significant changes in the way that applications for grants would be judged: what was known as 'changes to the rubric'.
SAW used animation to clarify how the rubric had changed, whilst maintaining the enthusiasm and optimism that makes A+ for Energy popular amongst the teaching community. The greater empahsis on student experience was in response to constructive feedback from educators and advisers.