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Campanie
JM
Samsung Electronics' CSR vision is to "Inspire the World, Create the Future". It lives to it by following a simple business philosophy: 1. PRODUCT - devote talent and technology to creating superior products and services that contribute to a better global society and 2. COMPANY - behave as a responsible corporate citizen, with efforts that encompass a variety of areas that touch people’s lives, including social welfare, culture and arts, volunteer services, academics and education and environmental protection. In order to really touch people’s lives, in Romania, Samsung has always devoted itself to helping improving the national education system, seeing education as the key engine to fuel Romania’s constant growth and development. Promoting creativity as a subject of curricula in Romanian national educational system or investing in the Smart Classroom project, a project developed in partnership with the Romanian Ministry of Education, offering high school students fully digitized educational solutions, are just some examples of how Samsung understood to live by its credo of touching people’s lives. In Romania, a former communist country, the school curriculum still creates behavioral patterns and perfects the thinking inside the box. Samsung wanted to actually DO something as a brand to support creativity, a must move in the era of digital brand utility. And what better time to nurture creativity than the age when we are psychologically more prone to creative influences: childhood. As more and more parents and teachers are interested in new methods of educating our youngsters, we decided to try the impossible – get children a CREATIVITY HOUR at every stage of their education. Campaign Objectives: Behavioral: notable change in people attitude and behavior, measured as number of people actively joining and supporting Samsung in solving the specific issue identified (Source: Campaign Analytics). Also, we wanted to have teachers adopting Samsung initiative fully onboard and committed for the next stages (Source: Post campaign evaluation, conducted by agency and the client) Media: massive awareness of the initiative, across teachers and parents alike
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Strategy:
Strategy: We decided to move from talking to creative people about creativity and its fantastic importance in children upbringing & education, to actually doing something. Samsung wanted to move from SAYING that creativity matters, to actually DOING something as a brand to support creativity, a must move in the era of digital brand utility. And what better time to nurture creativity than the age when we are psychologically more prone to creative influences: childhood. We took a closer look to the situation of teachers in the past years and based on the data from the National Institute of Statistics we found that the number of teachers was decreasing year on year, while the number of students educated by one teacher was growing year on year. On the other hand, more and more students give up school, reaching 19%, compared to UE average of 15%. (Source: UNICEF research on ZEP educational system network, 2012) Most of them give up because of the teaching system, 88 % of them defining a good teacher as the one that focuses on the student’s creativity, while 86.3% consider the teacher should himself be creative in examples and way of teaching. (Source: Youth Monitor Survey, 2012) While Samsung CSR efforts so far in the education area were immensely beneficial to generations of students, we understood immediately that one topic was still present and unaddressed: TEACHERS. Under paid, over worked, in many cases in desperate lack of resources, but yet expected to raise our next generations and grow them to their utmost potential. Samsung immediately understood that teachers should be the focus of its efforts and the whole platform was build with their needs in mind. As more and more parents and teachers are interested in new methods of educating our youngsters, we decided to try the impossible – get children a CREATIVITY HOUR at every stage of their education
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