| In-School Objective: This co-op program was | | | | campaigns to have this extensive level of reach - due |
| designed to encourage and teach students to explore | | | | to budget restrictions or the geographic restraints of |
| continents, discover their inventive side, and educate | | | | the product/company - a similar campaign can still |
| about endangered animals through fun, interactive | | | | create an effective sample with less numbers. |
| learning. This program also targeted girls and the | | | | Classroom Pack Elements: The nature and geography |
| importance of building their self-esteem. This is a | | | | for kids magazine "Kids Dare to Explore" poster |
| great example of how one specific alternative | | | | highlighting the various and specific characteristics of |
| advertising campaign can be multi-faceted in directing | | | | the Continents and a "Where in the World" item find, |
| multiple messages toward many different audiences. | | | | where students could demonstrate what they had |
| Business Objective: From a business and financial | | | | learned. The Pack also included a Wild Planet Teacher |
| standpoint, the overall goal of this alternative | | | | Guide and Classroom poster encouraging students to |
| advertising campaign was to increase brand | | | | discover their inventive side by creating their own |
| awareness of an international nature and geography | | | | inventions and participating in the Wild Planet Kid |
| for kids magazine. By incorporating a trial by students | | | | Inventor Challenge. |
| and families, the brand was able to gather valuable | | | | The alternative advertising campaign also brought in |
| research information. In conjunction with the trials, | | | | another brand, a popular steakhouse chain, to |
| the magazine also provided advertisers with access | | | | sponsor a program bringing awareness of endangered |
| to an in-school nature channel. This campaign was | | | | animals to the school kids with an interactive poster, |
| able to form a co-op classroom pack for grades 2-6 | | | | reproducible activity sheets and collectible bookmarks |
| providing valuable content and information for | | | | for each student. |
| classroom discussions. This gives a purpose for the | | | | Finally, a special edition magazine was created for |
| campaign existing outside of marketing and business | | | | each girl encouraging themto always do the right |
| driven goals. | | | | thing, to enjoy their lives, and to "be yourself". |
| Reach: This alternative advertising campaign was able | | | | Feedback from the students and the school |
| to reach more than 500,000 students in 1,200 | | | | administrators, as well as the nature and geography |
| different schools in selected DMA?s across the | | | | magazine for kids representatives, was positive for all |
| country. While it may not be realistic for all such | | | | areas of the alternative advertising campaign. |