The class that doesn't give up
Client: eMag
Role: Creative, Art Direction
Role: Creative, Art Direction
Agency: Jam Session
Year: 2022
In Romania, 1 in 4 kids from underpriviledged backgrounds are at risk of abandoning school. But there are teachers who won’t allow giving up to become the biggest lesson they learn in school.
These are the teachers from the Nouă ne pasă Foundation, running an after school program to help kids catch up on their classes in order to stay in school.
The teachers themselves have learned the hard way, against a corrupt educational system that does little to support them, that giving up isn’t an option in their battle for fair education to all children. And they are the most fit persons to teach them the most important lesson: to never give up.
The teachers in the program wrote, in a joint letter, what they want the students to learn from the most important lesson they teach and the future they want for each. Influencers in the campaign took a piece of this open letter and read it, in a video on their channels.
Always-on communication on social media ensured a steady donation pace all throughout the campaign.
