Best Education Social Media Campaign

Hefty is the only trash bag that supports Box Tops For Education, one of America's largest school earning loyalty programs. By simply clipping Box Tops coupons from hundreds of participating products, families can earn cash for their school to purchase books, field trips, playground equipment, classroom parties, etc. So far, America's schools have earned over $600 million from Box Tops—with $3.5M dollars donated by Hefty.

In June of 2015, back-to-school promotions were kicking into high gear and education continued to be a hot topic in the upcoming political election. Hefty took this opportunity to unveil a provocative new online campaign, titled #SaidNoSchoolEver.

Comprised of online video, social media, and influencer outreach, the campaign highlighted the pervasive problem facing public schools across the country: lack of funding.

Through #SaidNoSchoolEver, Hefty saw a chance to raise awareness for its products while tying the brand to a hot issue that is near and dear to its consumer base of moms with school-aged children.

With online videos and memes, the campaign highlighted the funding plight many schools face and demonstrated the brand's commitment to the cause. In addition, Hefty also encouraged people on its social channels to tag teachers who "do it all" in order to show support and recognize the great teachers they have learned from over the years.

The campaign garnered over 57MM video views and earned more than 72MM impressions. This eye-opening, sarcastic campaign ignited a conversation that has yet to burn out with the targeted moms and more importantly, educators.

Contributors:

Chief Creative Officer:	Jason Peterson
Group Creative Director:	Ecole Weinstein
Creative Director:	Shelby Georgis
Copywriter:	Matt Bush, Ellie Brzezenski
Co-Head of Production:	Dave Evans
Executive Producer:	Brigette Whisnant
Producer:	Jordan Sider
Director, Caviar Content:	Jeff Bitsack
Executive Producer, Caviar Content:	Darren Foldes
Editorial Company:	Studio 6 CHI

HAVAS WORLDWIDE CHICAGO

Location: USA