2020 was a tough time for Minnesota schools. Educational facilities were closed statewide due to COVID-19, and the economic downturn had lawmakers calling for austerity measures. Education Minnesota, the state teachers union, asked Flint Group to create a campaign that would convince legislators to back a historic funding increase during the next budget session – one that would provide equitable resources for all students.
Amid a backdrop of social unrest in the state’s largest metro area, longstanding public perceptions about everything from governance to safety and education were being challenged.
Our team designed a multi-channel campaign called “The Lesson.” Through videos, social media posts, banner ads, TV spots and a landing page, the project positioned public education as a critical part of Minnesota’s thriving communities.
Beyond traditional paid tactics, influencers from within the organization shared stories of help, hope and learning to Education Minnesota’s social channels using the #BelieveInWeMN and #WeAreEdMN hashtags.
Overall, nearly 400,000 people saw the Facebook ads, and the campaign landing page received almost 35,000 unique visitors in just three months.
Public sentiment grew across social platforms. State leaders classified educators as essential workers and they were one of the first professional groups to receive the COVID-19 vaccine. Governor Tim Walz’s proposed 2021 budget included additional school spending and unveiled a plan to improve educational opportunities for students of color and indigenous students.
“It has been clear to us in our long relationship with Flint that they care deeply in our mission and will do what it takes to help make us successful.”