Advertising campaign for UR
The goal: Was to create better awareness of UR and our content in the minds of educators in pre schools in Sweden.
Working closely with a reference group that presented us with problems and possible solutions for making their work easier in schools we found out that the educators are very stressed and often have very little time to research and come up with new and fun ways of teaching. They craved something "packaged and ready to use" especially around the topic of value base, how to treat other people and how to express their own emotions.
Because of this UR created a new show, Djuren på djuris, on this topic and this was the base of our campaign. We wanted to create awareness of this show in the campaign but also to show them the variety in our content and to highlight that most of our shows come as a packages together witch a tutorial with assignments that they can use in a teaching setting.
The solution for us was to create an actual package which we sent to all of the pre schools in Sweden. We created this package consisting of three prints that they could use hands on in the classroom. On all of the prints we encouraged them in different ways to visit our site to watch the show and to download the tutorial where they could find more content.
The first print, a yearly calendar consisted of a monthly recommendation to an episode of one of UR:s shows that coincide with that month and the season. And to make it more fun to look at in the classroom the front page is illustrated showing the seasons and some of the characters from the series recommended.
The next print was an advent calendar, where the class would open one hatch each school day until the christmas break. The focus here was on core values (värdegrund) and expressing feelings. In each hatch there was a QR code that led to one episode of Djuren på djuris – om känslor where the characters in the series talked about feelings and how they express them. This would create an open discussion in the classrooms on how to talk about feeling and how they show them.
The last print was a few flannel figures, which is cut out figures that we created as a way of talking about feeling more openly since they can talk about the figures and not themself.
