Scribe Notebooks is a legendary brand in Mexico, since 1963, they had provided the notebooks for many generations to use at schools, but nowadays, kids prefer digital devices to use at schools and had forgot about our brand. Fathers feel nostalgic about us, but their kids don’t even care about our brand. They just don’t know us. We can’t fight against the digital environment, so we decided to turn our notebooks into a sixth screen (TV, smartphone, Tablets, Consoles and Computers) and link the brand into Millennial’s and Cenntenial’s natural behavior. We need to reach fathers and sons at the same time plunging into their heart for the adults and the action on the youngest.

On teacher’s day at Mexico we decided to demonstrate the world the power of writing on a notebook. 6 out of 10 parents think they have good communication with their kids, but only 2 out of 10 kids think the same. There’s a clear problem in communication between this two generations, but there’s only one bridge that had been there for both, a notebook, so Scribe, the biggest notebook brand in the country should plunge into them to build a communication bridge where they can convey. That’s how Therapy book is created.

Content is part of the digital feed, it’s pretty important for kids and parents, the seek for them in different platforms, but there’s only one where they can convey: Facebook. The strategy was to connect with both generation with a simple action by using our notebooks but in a different way, not tedious as studying and emotional a the memory parents had with pour brand. A social experiment was the way to follow this strategy. One content with a so powerful message that can jointogteher two so different targets in the same social feed.

We gather 15 families at a private school for a social experiment branded by Scribe. With the assistance of two psychologists, three teachers and an advisor of the Public Education Bureau in Mexico (SEP) we defy parents to answer their kids questions. First the kids entered the room and seated on a bench with a Scribe notebook in front of them, we start asking them about their family and if there was a question they hadn’t asked to their parents, we got shocked, plenty of questions arose. Then the parents entered the room, seated on the same bench and opened the notebook in front of them, there, they saw the question their kid had and had to confront it. After that their kids entered the room and we all went to tears, they hugged, laughed and cried and finally they had done the unfinished homework. The one we all must end. If you can’t say it, write it.

More than 45 percent engagement increased with both targets in our social feed (Facebook)

3.3 million views.

But the most important, the Public Education Bureau in Mexico is planning on use this Therapy in every school in the country.