Company: State Farm Insurance
Nonprofit Partner: America’s Promise
Launch Date: August 31, 2011
State Farm launched its ’26 Seconds’ initiative in March to bring awareness to the issue of the existing high school dropout rate (one student drops out every 26 seconds). The BMOR campaign is a grass-roots effort in collaboration with America’s Promise and related partners that will run throughout the school year with monthly activities and prizes to encourage students to stay in school via this Facebook page. The first month’s activity is to take a pledge to stay in school. $15 iTunes gift cards are being given to 26 winners this month.
Engaging students on Facebook is certainly the place to be and State Farm has a long history of supporting education causes. The key will be whether this campaign can win the hearts and online attention of teens to persist through the school year. The pledge to stay in school seems an easy entry but potentially underwhelming?