Eliminating Distractions in NY Schools.

Challenge:

Miller Advertising worked with the NYS Governor’s Office and the NYS Office of Mental Health to build awareness and educate parents and teachers to learn more about the plan for distraction-free learning for children. Student use of smartphones and other internet enabled devices is now prohibited from the first bell to the last bell of the school day for kindergarten through 12th grade.

Strategy:

Miller Advertising developed a multi channel media plan which incorporated social media, search, digital sites, TV, audio and out of home. To ensure inclusivity, the campaign included ads in English, Spanish and Mandarin.

The plan included geo-fencing around popular children’s locations and signage at major sporting events; display ads on Amazon.com and in shopping malls to reach parents shopping for back to school supplies and kids clothing; and Disney+/Hulu for its strong family programming focus. To reach sports enthusiasts and dads, streaming TV ads connected with fans watching NFL and Major League Baseball games. Ongoing teacher outreach occurred through social media platforms as well as targeted education sites.

Results:

In less than one month,the campaign generated 138.5 million impressions with over half million clicks to the landing page for site visitors to learn more about the new phone restrictions. The campaign’s mascot, Frankie Focus, appeared with Governor Hochul at many events and schools, and also showed up on Jimmy Kimmel Live! (portrayed by Matt Damon).