FRAMING THE CHALLENGE:
Facing History provides teachers with the tools to help their students learn about racism, anti-Semitism, prejudice, and intolerance so that students are equipped to prevent these injustices from reoccurring in their daily lives. Each year they hold an essay contest to highlight the impact of their work. We were tasked with promoting participation in the contest and driving engagement with the winning content.
Research showed even the best teachers need fresh inspiration from time to time, and new ways to get their classes engaged. When we read the student essays, filled with impassioned experiences of ethical decision making, we knew they should be the heart and soul of the campaign.
We launched a social media campaign titled “The History Of” that included a series of videos that elevated the voices of these individual students by bringing their words to life. We collaborated with Brooklyn-based Smartypants Pictures to create the videos using eye-catching stop-motion graphics. The videos were shared with teachers across the nation and around the globe through paid and organic social media to raise awareness, spark conversation, and inspire them to implement Facing History’s lesson plans in their classrooms.
With video completion rates as high as 45%, engagement with the content easily exceeded industry averages, making this campaign one of Facing History’s most successful to date.