Sorry, your browser is not supported
To have the best experience using Skillshare, we recommend that you use one of these supported browsers.

Nicolas Elizaga

Sr. Interactive Designer @ Discovery. Seattle!

47

15

Pencils of Promise

(NOTE: please excuse the mess... it's a bit hard to structure content from several milestones without creating a 12-page, disorganized mess of text)

------------------------------------------------------------

                            TOP IDEA

------------------------------------------------------------

'Building Blocks'

In a partnership of epic proportions, Pencils of Promise and LEGO will host a worldwide contest to design the most incredible school ever made – with LEGOs! The competition will tap into the incredibly inventive and ubiquitous LEGO fanbase and give them the opportunity to flex their creative muscles, all while supporting PoP’s efforts. The entry fee will directly fund PoP schools, and exclusive LEGO packs will be sold in advance for use during the competition. Because LEGO is so awesome, they will also match the price of select, existing LEGO sets during that month; those sales will be donated to PoP schools.

The school build-off will target LEGO fans 18 years and older, but parents will be able to enter on behalf of their children. Entry requirements will be to have fun, and use your imagination; build a castle, a hybrid spaceship/schoolhouse, or even a school with monster truck wheels!

What kind of a contest would this be without prizes? The best school design will win a trip to Legoland, and 3 runners-up will receive an unruly amount of LEGO sets. The grand prize winner will be chosen by a panel of judges (half of which will be children), and the runner-up entries will be chosen by public voting via the competition microsite.

Additional Details

  • The microsite will be the hub for the competition; it will be the place for submitting entries, promoting your school design via social networks, voting for designs, and announcing winners.
  • PoP and LEGO will heavily promote the contest over all social media channels, as well as TV and other offline methods such as posters in participating toy stores.
  • Contest entry will cost $25, but an unlimited amount of entries are allowed. Only one prize per person :)

 ------------------------------------------------------------

                             TOP 3 IDEAS 

------------------------------------------------------------

--- 1 ---

'PoP-Up Truck'

The PoP-Up Trucks will be a fleet of customized food trucks delivering delicious, multi-cultural awareness. Trucks will come in two flavors: Guatemalan and Laotian. Each themed truck will be vibrant, colorful and decorated with infographics relating to that culture and education, as well as serve traditional food from that region. All food sales will go towards funding PoP schools. For the non-eaters, traditional donations will also be accepted – those who donate get a specially designed pencil themed after the truck branding.

The first wave of trucks will roll out in NYC – driven and operated by paid volunteers – followed by other major cities depending on success. The menus will be crafted by regional chefs specializing in the foods specific to those cultures. Prior to the PoP-Up Truck rollout, PoP will conduct a PR campaign to build pre-launch anticipation; the campaign will consist of interviews, online media, and celebrity buzz.

Online:
PoP will also launch a supporting online hub to provide a landing page for all the buzz surrounding the event. Users will be able to read up on the menus, cultures, and campaign – with obvious calls to donate! – and get tracking information on the schedule and location of the trucks.

Additional considerations:
Get locally sourced foods and work with car manufacturers for electric, hybrid, or solar-powered trucks.

--- 2 ---

'Building Blocks'

In a partnership of epic proportions, Pencils of Promise and LEGO will host a worldwide contest to design the most incredible school ever made – with LEGOs! The competition will tap into the incredibly inventive and ubiquitous LEGO fanbase and give them the opportunity to flex their creative muscles, all while supporting PoP’s efforts. The entry fee will directly fund PoP schools, and exclusive LEGO packs will be sold in advance for use during the competition. Because LEGO is so awesome, they will also match the price of select, existing LEGO sets during that month; those sales will be donated to PoP schools.

The school build-off will target LEGO fans 18 years and older, but parents will be able to enter on behalf of their children. Entry requirements will be to have fun, and use your imagination; build a castle, a hybrid spaceship/schoolhouse, or even a school with monster truck wheels!

What kind of a contest would this be without prizes? The best school design will win a trip to Legoland, and 3 runners-up will receive an unruly amount of LEGO sets. The grand prize winner will be chosen by a panel of judges (half of which will be children), and the runner-up entries will be chosen by public voting via the competition microsite.

Additional Details

  • The microsite will be the hub for the competition; it will be the place for submitting entries, promoting your school design via social networks, voting for designs, and announcing winners.
  • PoP and LEGO will heavily promote the contest over all social media channels, as well as TV and other offline methods such as posters in participating toy stores.
  • Contest entry will cost $25, but an unlimited amount of entries are allowed. Only one prize per person :)

--- 3 ---

Moleskin//PoPBOOKS
Pencils of Promise and Moleskin will launch a campaign centered around custom, PoP-inspired notebook Collections. Moleskin will work with talented designers to create exclusive notebook designs and pencil sets. Purchases will go towards PoP school funding, and will also ensure notebook and pencil sets get sent to children in PoP schools.

The custom notebooks will be designed by popular artists in limited quantities, in hopes they sell as fast as Mondo posters do (seriously, they sell out in a MINUTE). A campaign in collaboration with Moleskin is a natural fit, since their philosophies include culture,imagination, and travel. What better way to promote those philosophies than to create opportunities for children to learn and cultivate imagination?

Additional Elements

  • Get a pencil, give a pencil! Each Moleskin+pencil purchase ensures a child receives a year’s education (and a pencil from you).

 ------------------------------------------------------------

                            INITIAL IDEAS

------------------------------------------------------------

About Pencils of Promise

“Pencils of Promise believes every child should have access to quality education. We create schools, programs, and global communities around the common goal of education for all.  We’re the impossible ones. We want to start revolutions with a pencil and a backpack. We want to test the edge of the world by feeling its curves. We want to see more, be more, do more. We stay up late reading books we love and play our music way too loud. We inhale life and exhale fire. We know that we can create a better world through education. We believe in this wholeheartedly. We are something that you’ve never experienced before. We are Pencils of Promise.”

------------------------------------------------------------

GOAL

Raise $1,000,000 in 6 months to help fund urgently needed schools in Guatemala

------------------------------------------------------------

AUDIENCE

18-35 year old men/women, predominantly in US

------------------------------------------------------------

RATIONALE

People love to give. Whether that need is driven by guilt or selflessness, they feel good doing it. Strategy is to tap into that need to make a change and the power of crowd-mentality.

------------------------------------------------------------

TACTICS/IDEAS FOR INSPIRATION

  • drawing
  • pay-to-____
  • crowdsourcing
  • public displays
  • partner with philanthropists/orgs
  • $25 -> one child
  • $250 -> Ten Children
  • $2,500 -> Sponsor Classroom
  • $10,000 -> Build a Classroom
  • $25,000 -> Build a School

------------------------------------------------------------

------------------------------------------------------------

THE IDEAS

--- 1 ---

'The Year-Long Smile' – Popup photobooths will be installed throughout NYC, at $25/photo. Your smiling mug will educate a child for a year, and your photo will end up on a giant billboard in Times Square.

--- 2 ---

Donate $25 to get your caricature hand-painted on the side of a prominent building in a public, ongoing mural.

--- 3 ---

Donate $25 or more to add to an ongoing, digital, interconnected patchwork of 'pencil' drawings. One block also buys a pencil for a child. Patchwork progress will be shown live on large digital displays in NYC.

--- 4 ---

'Add More Smiles' – Donation microsite showing photos of actual kids from ongoing/completed schools smiling ear-to-ear. Seeing the smiling children will create an emotional connection and inspire giving.

--- 5 ---

'Big School / Little School' – Following in the footsteps of Big Brother, schools will have the opportunity to become Big School for ones in development by PoP and host special fundraising events to help raise money for the schools. This will create an awareness amongst students and the knowledge they are single-handedly helping another school get built.

--- 6 ---

'PoP-up trucks' – Fun, infographic-decorated pop-up food trucks drive through major cities. Buy delicious food, give a pencil!

--- 7 ---

PoP-up shops that sell locally-made works of art; proceeds go towards total funding goal.

--- 8 ---

Fun – and guilt-inducing – microsite will equate commonplace purchases to donation levels – "All it takes is 3 lattes to educate a child for a year." Stickers and signage will also be placed in public with similar comparisons; i.e. in front of a Starbucks.

--- 9 ---

Simultaneous cross-country 'mystery' concerts from immensely popular musicians will be announced, with 75% of ticket sales going towards PoP. To tap into the ravenous musician fan-bases, concerts will be only announced 2 in advance.

--- 10 ---

Work with local artists in major cities to create pencil-based sculptures. Everyone will have the opportunity to buy a custom-engraved pencil (or 10!) for inclusion in the sculpture.

--- 11 ---

NYC will host a multi-artist concert donate-a-thon, with a large digital display showing a count of kids educated during the event. The crowds will be able to donate live via their mobile devices during the concert and watch the goals go up immediately alongside their name and a custom shoutout.

--- 12 ---

''Tats for Promise.' – Partner with Tattly to create and sell a limited-edition series of temporary tattoos in preparation for  'Tats for Promise, a day-long national event to – quite literally – wear your (temporary) heart on your sleeves.

--- 13 ---

Interactive microsite where users can create customizable pencil heroes. Your guide and muse during the experience: Sir Pencilton III Esquire. You can pick eyes, hair, and other features, and a donation allows you to share/embed him/her on your site. The top 10 designs get made into plush toys. 

--- 14 ---

Partner with Moleskin or Field Notes and produce exclusive PoP-themed notebook/sketchbook (with snazzy custom covers by artists). Every purchase goes towards PoP  and ensures a child receives a special custom notebook and pencil!

--- 15 ---

Create an embeddable PoP donation widget mean to be dropped in high-traffic sites with high-visibility placement. An alternate version of the widget will be embedded on online retailer partners (or e-commerce facilitators like Shopify or Big Cartel) to add a pre-checkout donation.

--- 16 ---

Collaborate with Lego in a contest to construct the most amazing school ever created – with Legos! Entry prices go directly to PoP, and the best design wins a trip to Legoland, and runners-up receive special pack of Legos. Additionally, every 10 entries ensures a mega-pack of Legos gets sent to a PoP school.

--- 17 ---

Design your own pencil with custom color stripes and patterns on an interactive microsite. Receive your custom designed pencils in the mail and also have them sent to every child in a recently completed school as a gift.

--- 18 ---

'Poptober' – Donate to receive a special pencil set and pledge to only write using those pencils during October.

--- 19 ---

'Pups for Promise' – Host a march-of-puppies to raise money towards PoP goals. Ticket, food, and vendor sales will all go towards PoP. Also, puppies!

--- 20 ---

ESPN/X-Games will coordinate cross-country day-long workshops with professional skateboarders/tricksters. Workshop prices will go directly to PoP. The workshops will culminate with a 20-minute trick-a-thon; for every trick performed, ESPN will donate $25.

--- 21 ---

At the next Critical Mass bike event in participating cities, yellow PoP flags will be sold in order to proudly fly them from  bicycles. Like the nuclear reaction the event is named after, all it takes is one a small group of people participating in order to create sustainable awareness.

--- 22 ---

Form a fictional bike gang that will tour the country raising money for PoP (and thus raising awareness). Showing that even the toughest bikers have soft hearts will inspire others to give.

--- 23 ---

Sell special 'plant-a-seed-of-change' kits at home & garden stores, online, and all over major cities in pop-up shops, creating the emotional connection between fostering education and the growth of a plant.

--- 24 ---

Work with Jetsetter, who will in turn partner with specific hotels and airlines, to offer an ultra-limited flash-travel-sale campaign, 70% of which go towards PoP.

--- 25 ---

Poppin' 'n Lockin' – Public dance-off fundraising event hosted by popular hip-hop stars.

 ------------------------------------------------------------

                           IDEA GROPING

------------------------------------------------------------

PATTERNS ACROSS IDEAS

  • Crowdsourcing / mob-mentality
  • Guilt-driven
  • Showing donation progress live entices people to build up those numbers
  • Crowdsourcing / mob-mentality
  • US audiences, big-city oriented
  • Play-on-PoP-names
  • Random popups of stores and short-notice events to build anticipation and mystery
  • Customizing things / creativity
  • Raising awareness
  • Reality-check; inspiring people to do good by re-evaluating their daily behaviors and habits, and (subtly) forcing them to think about the issues from a different perspective.

------------------------------------------------------------

 RANDOM IDEA GROUPINGS

(Because I’m 70% nerd, I used http://www.random.org/integer-sets/ to objectively generate random sets for me. STOP JUDGING ME)

---

1, 4, 9, 12, 25

CONNECTION:

Smiles and fun are the main connection between these ideas. While lack of education is a serious problem, you are helping children. Kids will be kids. I think using humor and fun to strengthen empathy is a more powerful solution than sadness.

---

2, 7, 11, 12, 23

CONNECTION:

These ideas tap into creativity in order to inspire charity. People love exclusive, limited edition artwork and designs.

---

4, 8, 9, 12, 24

CONNECTION:

Reality-check. Inspiring people to do good by re-evaluating their daily behaviors and habits, and (subtly) forcing them to think about the issues from a different perspective.

---

14, 16

  • Creativity-driven collaborations with larger companies.

---

11, 14

  • Gives you an idea of the number of kids affected.

---

1, 5

  • Forcing an empathic connection.
  • Smiles, knowing you affected a child/community directly

---

5, 10

  • Hard to figured out patterns across both, but both raise awareness

------------------------------------------------------------

Comments

Please sign in or sign up to comment.