• The Brand
    Pencils of Promise (“PoP”) is a 501(c)3 nonprofit organization founded in 2008 with the goal of increasing access to quality education by creating schools, programs, and global communities around the common goal of education for all. In just 4 years, PoP has broken ground on 100 schools throughout Laos, Nicaragua, Guatemala, and Ghana.
    The Objective
    Collaborate with a copywriter and 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.
    A strong call to action will drive users to a campaign microsite that will be linked to StayClassy.org where he/ she will be able to create a personal fundraising page benefiting PoP. An effective fundraising campaign is one that utilizes peer-to-peer sharing on social media to maximize awareness and donations from family and friends.
    The Target Audience
    Millennial are between middle scholars and young professionals. They are the most highly educated generation of adults the world has yet seen. Wealth is very important to them. They are the first generation to grow up with the internet, they don't imagine life without technology. They have a 24-hour "on the go" mentality. Luxury electronic items are seen as a "necessity". 
    The Idea
    Using Google’s influence to inspire millions of people to go Beyond the Search and get involved with Pencils of Promise by donating time and money to the organization. Proposing a Google Search homepage takeover with a short video to create newsworthy buzz and get the message out. T-shirts supporting the Beyond the Search campaign can be purchased from the microsite. Proceeds equaling $25.00 will go towards the Pencils of Promise organization and provide education for a child for a year.
  • Case Study
  • Website
  • T-shirts