CLASSROOM CENTRAL

Situation: 1 in 2 kids in Charlotte live in poverty and cannot afford basic school supplies. In addition, teachers spend an average of $500-$1000 of their own money to equip their students with supplies. Classroom Central collects and distributes free school supplies to kids in need.

Insight: If parents could see that amidst all the happy first day of school photos there are kids that don't have the same first day of school experience, they might take action to give these kids a fighting chance.

Solution: We created campaign that showed the juxtaposition of kids with school supplies versus kids without and the resulting negative impact on upward mobility.

Activation: Social media, PR, Radio

What we accomplished:

• Garnered donations that contributed to $2.2MM in free school supplies distributed

• Drew attention to the growing socioeconomic disparity in our community and increased awareness of Classroom Central