Let's Solve This - ExxonMobil & Various Nonprofit Organizations
As one of the strongest corporate advocates of science, technology, engineering and mathematics (STEM) education in the U.S., and as a company whose future success is dependent on a workforce with these critical skills, ExxonMobil has grown increasingly concerned about the issue of declining academic performance in math and science in America’s schools.
With American students ranking 25th in math and 17th in science (according to the Program for International Student Assessment), ExxonMobil believed it was important to help elevate this issue to the national stage. So instead of using its sponsorship of the 2012 U.S. Masters golf tournament to promote their own brand, the company devoted that time to raising awareness of the issue of declining academic performance in the U.S., as well as the student- and teacher-focused programs that are helping solve the problem. Specifically: the National Math and Science Initiative (NMSI), The Mickelson ExxonMobil Teachers Academy, the Sally Ride Science Academy, the Bernard Harris Summer Science Camps, and the Common Core State Standards Initiative.
The audience for the Let’s Solve This campaign were Opinion Leaders up to speed on issues that impact themselves and the world at large. For this audience, the challenge of improving U.S. educational outcomes spans both personal and professional interests -– from those with school-aged children to those working for companies and organizations that, like ExxonMobil, will depend on the quality of the future workforce for innovation and growth.
With a heavy emphasis on print (including trade/professional magazines and newspaper) as well as online (including display ads and video) and Television, Exxon’s goal was to drive opinion leaders to their Community and Math/Science pages on ExxonMobil.com. Views on these key pages more than quadrupled and “Let’s Solve This” was featured in 300 forums and 222 blogs.