Scholastic Colour it Orange

Case Study
Schools Participated
Raised by Schools
$
Merchandise Proceeds
$
Total AOP Donated
$

Client
With offices in 16 countries, Scholastic is the largest publisher and distributor of children’s books in the world, serving millions of children, families and schools. Book Club provides families with an affordable and convenient way to bring the best in children’s literature into their homes.
Industry
Charity
Save a Tree. Save ME!
Challenge
Scholastic Book Clubs partnered with Australian Orangutan Project to raise money to prevent deforestation. Scholastic Book Clubs provided teachers and students with a fun and easy way to learn about and celebrate the International Year of the Forests whilst raising money to save orangutans. Classrooms participated in a range of environmental activities to raise awareness and funds to help safeguard the last two places on Earth where wild orangutans can be found.

“The Save a Tree–Save Me initiative developed by Scholastic Australia is a great way to recognise the need to protect the orangutan and its unique habitat — the rainforests. What a great way to learn about and celebrate the International Year of Forests!”

Adam Young
Teacher Swansea Public School, Swansea

Solution
An integrated marketing campaign was developed to raise awareness and encourage teacher participation using print, online and email. Teachers were encouraged to complete the challenge with their class with a lottery-based competition to win an Eco Trip to Borneo. One lucky teacher was able to experience first hand the importance of safeguarding the orangutan habitat and surrounding forests and the work the AOP do. Free teaching posters were supplied to classrooms (with Book Club orders) highlighting the International Year of the Forests/endangered forest animals and providing supporting curriculum-linked materials for teachers. Further resources and activities were provided for teachers on the online Teacher Toolkit and promoted via email. Wristbands were sold on student Book Clubs with all proceeds to be donated to the AOP.

“Orangutans are a critically endangered species and extinction in the wild is likely in the near future. Through the Save a Tree–Save Me initiative thousands of students in primary schools across Australia learned a powerful lesson. Small and simple acts can make a valuable difference to our world.”

Celina Farrell
Scholastic Book Clubs Manager


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