10 Days of Mental Health for Educators Campaign

In the height of the pandemic in 2021, educators were feeling the surmountable pressures and expectations around them. ASCD was there to help provide a 10 day consecutive campaign on mental health for them to have access to free and paid resources to various topics in education. 

Each day ASCD sent out a specific topic on mental health for educators that would provide guidance and knowledge for themselves, colleagues, and their staff. This campaign was a perfect mix of content and product marketing wrapped in a visual story that built a duality of anticipation and calmness.

Key results for Storytelling and Engagement:

• Our main drive for this campaign was not to be transactional, but empathic and aware of what was happening in the education.
• Reached our attendee goal for virtual attendance to our mental health conference.
• Received feedback from constituents in the education field that this was the best ASCD marketing campaign that we’ve ever done.

The visual and marketing strategy was developed in our weekly creative and marketing joint brainstorms. Marketing had the topic of Mental Health that they wanted to address because of the timeliness. With our prior campaign knowledge and data, we knew we wanted to run a 10 day consecutive campaign. The challenge we faced was how to visually represent that story of each day providing content but showing that it was all tied and related to each other. 

As Creative Director, I presented the idea of the symbolic representation of stacking stones used to present mediation and mental wellness. This creative approach would strategically achieve what we were looking to do. It would:

• Instantly recognizable that this has to do deal with mental wellness
• Each stone represents a topic and multiple free and paid resources which enables ASCD to highlight different products each day
• Visually tells a story for each stone being stacked that leads to the 10 days