Best Cause-Based Promotion
Agency: Civic Entertainment Group
Campaign: Education Nation
Client: NBC News
Education Nation was designed to create a dialogue with influencers and consumers about providing every American with an opportunity to pursue the best education in the world. Discussions covered challenges, potential solutions and innovations within the education landscape, with the hope of once again making America the “Education Nation.”
From September 26 to October 1, more than 300 high-level leaders, teachers, parents and students gathered for a series of panel discussions, debates and conversations about improving education in America. Active participants included Secretary Duncan, Colin and Alma Powell, Governors Christie, Bredesen and Granholm; Mayors Bloomberg and Booker, Joel Klein, Michelle Rhee, Geoffrey Canada, Jill Biden, and more.
The Education Nation summit also featured a national Teacher Town Hall, that brought together teachers from across the country, in-person and online, to brainstorm ideas, talk about what works in the classroom, and highlight the challenges of today’s education system. It also included a screening of and discussion about Davis Guggenheim’s documentary film, “Waiting for Superman.”
The conversations were broadcast via television and online, including MSNBC, NBCU and local NBC affiliates. Coverage featured interviews, discussion and debates as well as a live interview with President Obama on “Today.”
New York’s Rockefeller Plaza was the scene of a public interactive exhibit that explored innovative aspects of American education. Visitors could interact with methods of instruction and learning, see examples of success in education from around the country, and answer a call-to-action to get involved in their communities.
EducationNation.com provided resources, tools and information on the program and served as a forum for engagement, debate and conversation. The site included Scorecard for Schools: a report card showing standardized test scores for every school in the country.
The event generated 53 million television viewers, including more than 7 million viewers for the LIVE opening session with President Obama. It resulted in 1,300 separate news stories, including 1,000 or more from 196 affiliates, as well as 100+ hours of video content.
The Teacher Town Hall was the largest-ever national conversation with teachers. More than 774,000 people tuned in, while approximately 7,000 registered for the online chat and sent ideas to improve education. EducationNation.com generated 587,000 total visits; 2.8 million page views; 277,000 Twitter/Facebook impressions; 92,500 on-demand video streams; and 35,000 questions and comments.
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