Smart Ad Campaign Gets Parents Involved

Don’t we just love creative advertising like this? Congrats to Cramer-Krasselt for working with COA Youth and Family Centers in coming up with this awesome campaign. To help promote parent-child interaction, they set up large puzzles, word searches, mazes, books, rulers and more around the streets of Milwaukee. Called “guerrilla classrooms,” the displays are designed to teach real-world applications on various subjects like math, science, geography and reading. The ultimate goal? To raise awareness of the positive impact parents’ involvement can have on their child’s education.

In addition to the billboards and bus shelter signs, four Milwaukee Country Transit System buses were wrapped with destination experiences like a safari or submarine.

Update: We got in touch with Tom Schneider, Executive Director of COA Youth and Family Centers, to ask him where the ads are located. Here was his response.

“Currently and until June 30, the swing display is located at Mitchell Park in Milwaukee. There are 3 displays at Mitchell Park on Milwaukee's south side; 4 displays at Bradford Park/beach on Milwaukee's east side; and 3 displays at Johnson Park on Milwaukee's north side. Several will soon move to Kilbourn Park, adjacent to COA Youth and Family Center's Riverwest Center. The 25 bus stops are mostly located on Milwaukee's near north and near south sides. And the ‘wrapped’ buses move throughout the city.”

“COA Youth and Family Centers serves more than 25,000 low income children and families at 42 location in Milwaukee,” says Schneider. “The HIP (Having Involved Parents) program was created by COA 5 years ago to increase daily parental involvement in their children's education, and by doing so increasing academic achievement. This school year HIP events and activities were attended by more than 65,000 parents and children.”

Advertising Agency: Cramer-Krasselt, Milwaukee, USA
Executive Creative Director: Chris Jacobs
Creative Directors: Brian Ganther, Todd Stone
Art Directors: Brian Steinseifer, Josiah Werning, Jim Root, Zack Schulze, Yvonne Lopez
Copywriters: Jim Jodie, Jeff Van Zandt, Sandy DerHovsepian, Lucian McAfee
Illustrators: Brian Robson, Seventh Street Studios, Tyson Mangelsdorf, Anne Wertheim, Marcel Laverdet
Art Buyer: Karen Kirsch
Print Producer: Kelli Bucholz
Published: June 2011

via [Ad Age]

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