Mars inc.

The system

‍

A global confectionery brand and a government department, talking to schoolchildren about litter. Three audiences with three different tolerances for being sold to, and one message that had to survive all of them.

‍
I built the narrative framework first, then designed the content around where it would actually live: classrooms, digital platforms, and public outreach. The educational resources and the film were developed as one system, not as a campaign with a worksheet attached.

‍
The standard was that a teacher could use it without it feeling like advertising, and Mars Wrigley could stand behind it without it feeling like a lecture.

Results

‍

The campaign reached 733 schools nationally, carrying one consistent message across film, classroom materials and public outreach.

Because the education came first and the branding second, it held credibility with teachers and with a government partner, the condition that lets a brand campaign live in a classroom at all, and the reason the materials kept being used beyond the campaign window.

‍