The aim of the Hungarian Interchurch Aid and E.ON Hungaria’s program is to support disadvantaged children who were excluded from digital education due to COVID-19.

Hundreds of children took part in a series of programs called Kapaszkodó 2.0. Based on a new educational methodology they could develop their skills in summer camps and in study workshops during the autumn-winter period. The organizers paid attention to include fun activities as well such as VR technology, drones, 3D printers, Beebots and LEGO robots.

Task

The main goal was to start a conversation about the topic. To this effect we launched nationwide communication to raise awareness to a problem affecting society and addressing the national and regional media representatives to deal with the program and its messages in priority.

AG’s Solution

• We highlighted a current and national-level problem with a local activity during which we emphasized the essence of the program based on aspects that could be interesting to the national media as well.
• Involvement of complex media (including TV, radio, print and online)
• After the start of the lead-in communication (press release, video) we kept the media in the loop and provided them continuous stories.
• Secured exclusive fieldwork to selected press representatives in one of the running camps.
• Provided interview opportunities with camp organizers, teachers and young campers

Results

• The program was extensively featured in the national and regional press as well: almost every media representatives dealt with the topic in a very short period and use the program’s messages as a guide to raise awareness.
• Altogether 172 TV, radio, print and online coverings, reaching more than 11.7M people, with HUF 91 million ADV.
• The children successfully caught up in learning, so they continued their studies with more confidence since fall.