Connecting a corporate change-maker with an early-learning initiative, we built the brand while supporting learners and teachers.



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.


  • Conceptualisation
  • Design
  • Partner negotiation
  • Execution/Logistics
  • Procurement
  • Media liaison
  • Social media content creation and management
  • Marketing communication
  • Event management
  • Reporting


  • 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 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




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