Education Minnesota

Challenge

Create a campaign to demonstrate that Education Minnesota – the state’s largest public education advocate – is a leader in improving public education and closing the achievement gap.

Research

Flint conducted focus groups to gain insights on perceptions of Minnesota public schools as well as their expectations of teachers’ roles in their child’s education.

We learned that people want innovation, meaningful community connections and collaboration, and change that leads to results – driven by educators.

Solution

(ed)moments – those times when we see the world in a new and wonderful way.

Identifying insight from our research, Flint developed (ed)moments, an integrated, multimedia campaign for those times when we see the world in a new and wonderful way.

Our team developed creative elements around three extraordinary stories:

  • A school that increased its early literacy scores by more than 50 percent in less than a year
  • A high school teacher’s unique anti-bullying program
  • The advantage Minnesota’s move to All Day K gives students and the state

Results

In the first three months of the campaign, the videos were played a total of 12,776 times. More than half who started watching an (ed)moments video finished it – an impressive engagement statistic considering many videos are around two minutes.