NEA - #REDFORED

Challenge
The National Education Association (NEA) faced an unprecedented challenge to member retention in the wake of a recent Supreme Court decision that weakens unions. NEA needed to communicate the value of being part of the union to its members and wanted a targeted awareness campaign that highlighted its role in instigating the change educators need.

Insight
Educators across the country were ready to get engaged. Despite the NEA’s role as the largest public sector union, there was a need for a broader rallying campaign to inspire more educators to take action in support of public schools. Red for Ed is a national grass-roots movement to support better wages and funding for educators & public schools and NEA was positioned as a leader within this national movement.

Execution
To ensure the NEA is clearly seen by members and parents alike as a driver in today’s pro-public school activism we developed a #RedforEd campaign, working alongside the union to develop a robust measurement and insights plan to deliver messages to the right people at the right time.

For the large scale roll-out of the campaign, we created a slew of content including anthem videos, varying social media content, Over-The-Top (OTT) content, digital display ads, digital audio ads for Spotify & Pandora, a dedicated landing page and more.

One of the pieces of content used to launch the campaign was an anthem video (above) featuring an evolving “single shot” and palindrome-inspired script to capture the struggles of public school educators while also providing the inspiration to overcome.

Results

Across Facebook and YouTube we drove 2.8 million 100% completed video views against our target NEA membership.
Our content has reached over 1 million educators to date across Facebook, Instagram, YouTube, Google Search, and premium publishers via video distribution partners.
Our content drove over 280K educators to our Red for Ed website where they could watch our anthem video, learn more, and follow the story across the nation.

Awards & Recognition