What does the educational campaign give the company?

An educational campaign can inform your customers about a solution that is beneficial for them. Sometimes it is also an element of the identification of a conscious brand, which shows that it is not indifferent to social issues. 

In the USA, the anti-drug social campaigns of the 1980s, organized under the slogan Just Say No. In Poland, collectors are still collecting propaganda posters from the times of the Polish People's Republic, encouraging abstinence or regular visits to the doctor. A modern form this type of campaign However, it is only in the 90s with us. "Drink milk - you will be great" or "Because the soup was too salty" are sentences that Poles will remember forever. Today, an educational campaign has joined the social campaigns. These are activities that may or may not be funded by public funds.  

E.ducation as an element of marketing activities 

In the flood of information and messages, manufacturers increasingly need to educate their customers if they want them to choose their solution over others. An example may be services in the area of new technologies, as well as those where the market saturation with various solutions is high. Thanks to leaflets or on-line guides, the customer can decide, for example, to buy a specific type of stove or replace windows with more energy-efficient ones. 

It cannot be denied that an educational campaign can improve the brand image. The largest clothing and food concerns are a good example. H&M encourages ecological fashion and organizes the Fashion Against AIDS campaign. In turn, Coca-Cola in action Green Lab urges to limit plastic. These are just two of the thousands of educational campaigns by market giants.

For many people, information about the brand's social commitment is another reason to buy a product or start cooperation. This applies to both increasingly aware individual clients and such areas as corporate relations or b2b marketing. It happens that this type of campaign becomes a consciously shaped element employer branding companies.  

F.orms of educational campaigns

The educational campaign appears in probably all possible forms of media. It can take the form of spots on social media or on YouTube. However, the ones conducted "in the field" are still popular: lessons in schools, talks at the commune offices, posters.  

In this case, the most important thing is for the recipient to find a social campaign. Therefore, there are no restrictions as to the form of communication. Sometimes they are also performative actions, such as handing out leaflets and gadgets in clubs or street actions. The multitude of forms gives great opportunities regardless of the budget. A good idea is enough for an educational campaign to be successful even with a low investment. 

Educational campaign - what should you watch out for? 

Recently, it happens that the style of a product or service's marketing strategy refers to an educational campaign, although in reality it is only an advertisement. This was the case with one of the popular series on violence against women. The campaign featured celebrities who themselves encountered hate and aggression on the Internet. In this case, we managed to balance the topic, and the campaign actually attracted Polish viewers to the screens, at the same time drawing attention to the problem. However, it takes finesse and sensitivity not to expose yourself to accusations of feeding on a difficult social topic. 

By the way, one more note: it is worth choosing a partner carefully for this type of project. With his authority, he should support the message. More than one campaign has suffered when the star involved has been caught acting contrary to the assumptions of the ad. Another important thing. The educational campaign should be controversial and different from what has happened before. This involves another risk, because you have to take up an important topic in an innovative form, and at the same time not offend the audience.

Effective kampania educational

Campaign education can go to the media if stars are involved. The Polish ones are especially eager to participate in initiatives related to the environment - in defense of wolves or the forest. Involvement in such a campaign is an element for them public relations and a good image. It happens that a star who consistently avoids advertisements can be persuaded when the spot has elements of an educational campaign, e.g. ecological. Naturally, bloggers who are happy to advise their viewers are good "faces" of the campaign. They play the role of an authority telling you how to save money, dress up or raise children. 

It might be a good idea collaboration with the starwho is known to be involved in a given topic anyway. Cooperation with the brand allows the celebrity to increase the reach and reach new people with the message. An example is Anna Lewandowska, who encouraged Polish women to adopt healthy habits, first on her own account, and then in numerous advertisements and educational campaigns. 

Examples of educational campaigns 

An educational campaign can be viral in nature, when recipients pass the message on for various reasons. This is often the case with environmental campaigns. A producer who encourages, for example, the planting of honey plants in the campaign against the death of bees, can count on this information being passed on by people who also want to draw attention to the problem. He will also find supporters among those who want to decorate their garden photo with a catchy hashtag. 

However, they can be just as effective traditional forms of content distributionan example of which is the Sexed Anji Rubik educational campaign, which was based, among others, on the book. Despite the fact that it is a traditional medium, and you had to pay for a book on a difficult topic, the names of the stars and the spicy topic attracted readers.