Cannes Lions
CIVIC ENTERTAINMENT GROUP, New York / THE HISTORY CHANNEL / 2006
Overview
Entries
Credits
Execution
Expanding a programme that began in 2003, THC worked in 2005 to engage history teachers and students in SOH, reinforcing the importance of partnering with current SOH participants: history organisations. THC took SOH into America’s schools by developing free cutting-edge education materials linked to state standards in 50 states along with a new National Honors Student/Teacher Scholarship Programme. THC created incentives for history organisations to use the materials in creating historic preservation projects with students by implementing the second year of SOH Grant Programme. Expanded awareness for the campaign through on-air PSAs featuring First Lady Laura Bush, Regis Philbin, Dennis Farina.
Outcome
1. Distribution of free materials to over 40,000 teachers reaching 1,2 million students;2. THC Cable Affiliates ran 50,000+ SOH spots;3. 2nd Grant Cycle received 388 applications requesting over 3M in funding. 26 SOH grants distributed nationwide;4. Hosted SOH Media Events in 10 top DMA markets highlighting SOH projects and student work. Secured 329,251,748 impressions in 2005;5. Launched and promoted $50,000 National Honors scholarship programme
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