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Across the country, educators are faced with incredible challenges as they continue to inspire, engage and educate our nation’s public school children. From overcrowded classrooms and underfunded schools to the Supreme Court decision to weaken their union and needing multiple jobs just to make it, educators deserve better.
The challenge
The National Education Association (NEA) faced an unprecedented challenge to member retention in the wake of a Supreme Court decision that weakens unions. NEA needed to communicate the value of being part of the union to its members, and wanted a targeted awareness campaign that highlighted its role in instigating the change educators need.
The solution
We created an anthem video where a single shot camera and palindrome-inspired script captured the struggles of public school educators while also providing the inspiration to overcome. The goal was to ensure the NEA is clearly seen by members and parents—across all touchpoints—as a driver in today’s pro-public school #RedforEd activism.
We worked with the union to develop a robust measurement and insights plan to deliver messages to the right people at the right time.
The impact
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