Connecting a corporate change-maker with an early-learning initiative, we built the brand while supporting learners and teachers.
CREATING UNIQUE COLLABORATIONS
Croxley has a proud heritage in South Africa as the stationer that supplies everything learners (and adults) need for creativity, from crayons to sketch pads, exercise books, pens and even maths sets. Adopt-a-School Foundation is a non-profit organisation that facilitates a conducive learning and teaching environment in disadvantaged schools.
Using its Whole School Development model, the Foundation focuses on developing a school’s infrastructure, curriculum, social welfare and leadership. A total of 448 schools in South Africa, Lesotho and Mozambique are currently under Adopt-a-School Foundation’s programme.
“As a result of South Africa’s qualified teacher crisis, thousands of South African learners are being taught by unqualified and underqualified teachers every day,” says Banyana Mohajane, head of programmes at Adopt-a-School Foundation. “This is a key contributor to poor education outcomes and can be linked to South Africa’s recent ranking of world’s worst in a recent reading literacy study.”
Building on the Foundation’s annual Big Books activations, we created a social marketing campaign that brought Croxley and Adopt-a-School Foundation together to support the hard-working teachers at five schools in developing reading, writing and creative skills in learners.
Different activity pages covering poetry writing and artistic creativity were created for Grade 6 and 7 learners to complete. The best images from all the participating classes at each school, and the winning poem, were incorporated into a professionally printed, large-format children’s reading book. Copies of each book were printed for the school to keep.
The writer of the winning poem from each school received a cash prize, while the class that featured most prominently in the best of the five books won a class party and Croxley stationery.
This social responsibility campaign offered teachers and learners recognition and encouragement while raising awareness of the Croxley brand.
OUR ROLE
- Conceptualisation
- Design
- Partner negotiation
- Execution/Logistics
- Procurement
- Media liaison
- Social media content creation and management
- Marketing communication
- Event management
- Reporting
THE CHALLENGE
- Croxley, an established stationery brand in South Africa, asked us to conceptualise below-the-line activations that would support teachers and children in disadvantaged communities.
THE OUTCOME
- The collaboration between Adopt-a-School Foundation and Croxley promoted creative writing and artistic ability within under-resourced schools, while raising awareness of the brand.
“By upskilling, motivating and supporting teachers, we are ensuring a prosperous future for our learners and taking pressure off a system that is at maximum capacity.”
– Banyana Mohajane, Head of Programmes at Adopt-a-School Foundation
LET’S WORK TOGETHER!
CONTACT US
WHAT PEOPLE SAY
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Rehana Moolla
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Jayantha Naidoo
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“dotGOOD’s highly motivated and diverse team delivers excellence to make the world a better place.”
Eric Nhlanhla Fologwe
– Project Last Mile Demand Creation Strategic Advisor
“It is an absolute pleasure working with dotGOOD! They are passionate about the campaigns that they run, which makes them even more meaningful.”
Tessa Myburgh
– Premier Brand Manager: Regional Bakeries
“dotGOOD should be renamed to dotGREAT!. The success of my business would not have been without their creative ideas and executional excellence”
Karen de Vos
– Energizer: Brand Manager