Vega Awards Centauri Winner Winner

2022

The Pen Pal Project - WeAreTeachers + USPS

Entrant Company

WeAreTeachers

Category

Digital Marketing (Campaign) - Integrated Campaign

Client's Name

USPS

Country / Region

United States

In partnership with USPS, WeAreTeachers matched 25,000 classrooms to become pen pals and exchange letters. Students wrote letters to each other four times throughout the 2021-2022 school year. Each classroom received a free kit including a poster and activities to learn about writing a friendly letter, cards to write their first pen pal letter to another student, as well as envelopes to send the letters to their partner classroom.

Through a robust, integrated social campaign we spread the word about this exciting program and invited teachers to sign up. Through these efforts, we were able to fill all 25,000 spots in the program. That means an estimated 650,000 students corresponded with each other and learned about letter writing! Through Instagram, Facebook, Twitter, and Pinterest our team created a strategic campaign that reached teachers across the United States.

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Entrant Company

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Country / Region

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