CEE Creative Director and Chief Creative Officer for Romania
Creative Excellence Manager Europe
Brontosaurus in Himalayas is a Czech NGO educating local people in Mulbekh, small village in Little Tibet. in 2020 they are about to finish a new school science lab there. And they desperately need teachers.
But how to convince Czech teachers to travel 6.700 km just to do ther job especially during the summer break:
Being a teacher in Little Tibet is quite different than in the Czech Republic. Not just because of the weather or high alttitude. The main difference are the kids. Eagerly waiting to learn something new. Even physics. Probably the most difficult and hated school subject on Earth.
1./ Convince at least 60 Czech teachers and scientists to go and teach kids in a new school lab in Little Tibet.
2./ Increase awareness of the client’s educational projects in Little Tibet.
How to make Czech teachers during their summer break to travel
Describe the strategy
We wanted to show that teaching kids in Little Tibet is totally different than in the Czech Republic as they get really excited about education.
So we shot a „documentary video“ about Tibetan kids who found a Czech Physics textbook. Despite not understanding a word in the book they start with experiments. And turn the whole village upside down, which drives their parents crazy.
Describe the execution
An online video of little kids in Little Tibet "misbehaving" by doing physics experiments. And because they have no one to teach them properly, they usually fail. A lot. Which of course drives their parents crazy. So they send message to the Czech Republic asking for anybody who can master "the magic of physics" to come there and stop the madness.
The main role in the whole story plays an iconic Czech Physics textbook, easily recognizable by any Czech student and teachers as well. It’s a cultural reference making the video even more relatable to a Czech viewer.
List the results
• 120 teachers and scientists have signed up as volunteers.
• 100 000 views and 2000 shares in less than 24 hours.
• 813 000 views and 8200 shares in total.
• More than 1 200 000 people reached just on Facebook.
• 67 000 CZK in donations (even though this wasn’t the main goal).
• Made it to the main news and morning shows on national TVs.
• Former presidental candidate signed up as one of the volunteers.