Ideation & Concept Development

We were tasked with creating a concept that would connect and engage students worldwide, fostering a sense of global citizenship. We focused on integrating the UN Sustainable Development Goals into the curriculum and encouraging students to share their projects and ideas for a better future. 

The initiative is built around three key pillars: resources for teachers, resources for students, and a platform to share their contributions.

Content Strategy

To ensure meaningful engagement, we devised a multifaceted strategy. The cornerstone of our approach was producing a wealth of resources for teachers accompanied by content for students. We created activity guides and project templates, among other things, to help teachers seamlessly integrate Change Makers World into their classrooms and collateral that inspired student participation.

Branding

Our agency also crafted inclusive branding with vibrant colours, blobby characters, and a cheerful vibe. The design choices intentionally created a welcoming and non-intimidating environment for all learners. The blobby characters made campaign collateral relatable and fun, appealing to a broad age range and diverse student population.

Messaging

Another big part of the project was getting the messaging just right. We made sure it was light and simple, yet clearly communicated the value of the initiative. This blend made the campaign resonate well with both students and teachers, encouraging participation and enthusiasm.

Hub Design

The content hub we developed was the heart of the initiative. We applied scrolly-telling to ensure engagement. The hub supports versatile media formats, allowing students to express their ideas through videos, photos, podcasts, drawings and more, showcasing how they make positive changes in their communities.

To encourage interaction and collaboration, we also added interactive features such as “world exploration”, appreciation buttons, and more.

Campaign Roll-out

The execution strategy was phased, starting with a teaser campaign delivered to teachers during the Learning and Teaching Conference in Belfast. It was followed by a soft launch piloting the program in select schools to gather feedback and refine the platform. A comprehensive marketing campaign was launched as the next step, including social media campaigns, newsletters and events.