Pencils of Promise

This campaign was developed for Pencils of Promise, a non-profit organization that builds schools and increases educational opportunities in the developing world. Children in third-world countries who are lucky enough to have a school to attend, let alone an accessible one, often endure long, treacherous journeys every day just to get an education. We were tasked with developing a campaign that shows the average worldly citizen the hardships that kids face just to learn. The first is a multi-step campaign that partners with popular GPS/navigation applications to relay that struggle to someone on, for example, their average commute. What may seem like an easy 15-minute, 8 mile drive is put into perspective when you learn that a child in Zaire is walking that same distance through the desert to reach their classroom. The nursery rhyme print campaign reinforces this reality by taking classic nursery rhymes, a reminder of youth and simpler times, and altering them to reflect the terrifying terrains these kids often traverse for an education.