“Behind What’s Ahead”
While the beginning of the COVID-19 pandemic initially saw public praise for educators, public sentiment quickly became divisive on school openings, with families seeing the union as a barrier to in-person learning.
Working alongside the NEA, we knew that Teacher Appreciation Week 2021 would be a critical moment to celebrate teachers, with 77% of educators stating they worked overtime during the past school year. We also needed to acknowledge the role that parents, grandparents, and family members played during a year dominated by hybrid learning.
We launched NEA’s newest brand campaign - “Behind What’s Ahead” - during Teacher Appreciation Week.
The campaign targeted both families, and NEA’s member base of educators through paid social ads, high impact digital placements. Our CTA encouraged viewers to text their own personal note of thanks to educators across the country.
The campaign was successful, and over delivered approximately 6.7M impressions, resulting in 52.5M digital media impressions, and 15M estimated OOH impressions.
Launch Video
Digital, and Spotify Assets
Spotify Audio
Spotify audio ad featuring Becky Pringle, President of the NEA.
“Join the Movement”
During Summer 2020, we were asked to create a recruitment campaign to attract educators.
We wanted to reflect the diversity of union members, not only in terms of race, but in age and occupation as well.
The digital campaign spanned across 6 states, providing customized ad units for each state.
The campaign resulted in over 5.6 million impressions, increasing NEA membership during a critical time.
