Campaign: Tools for Back to School
Company: Disney, jcpenney, Regal, Michael’s, Others
Nonprofit Partner: Boys and Girls Clubs of America
Launch Date: August 1, 2012
Retailers aren’t the only ones pulling out the big promotional guns for the back-to-school season. Nonprofit Boys and Girls Clubs of America is activating national, multi-partner campaigns to ensure kids have the tools they need to do well in school. Online, the Tools for Back-to-School Supply Drive sponsored by Disney allows visitors to take a pop-quiz style game where every correct answer results in a donation. In mid-August, a national back-to-school event in New York City in coordination with jcpenney will feature youth performances, celebrity appearances and giveaways. Other campaigns include Regal’s Straw Vote and Sears Super Back to School Saturday, among just a few of BGCA’s 12+ corporate partners.
It’s always refreshing to see a nonprofit proactively take hold of a season that fits well with its mission, gathering momentum to attract a multitude of corporate partners. Everywhere you turn this back to school season, it seems the BGCA is front and center. From gamification to in-store activation, the BGCA and its corporate partners seem to have left no marketing platform unturned, always ensuring a solid tie between promotion and mission, whether focusing on school supplies or bullying. A gold medal for this comprehensive full court press!