Viva (CSR)
Summary
We developed a strategic communications plan for Viva’s back to school campaign , themed “Clean clothes, Clean Hearts” where we engaged school children to lead the charge against bullying in schools through a series of activities including a documentary, school visits, students engagements, advocacy speeches and debate competitions.
Project Impact
Through this campaign, we directly engaged over 1,000 public school students in Lagos State, including those from Oshodi Grammar School, Ojota Junior Grammar School, Ojodu Junior School, and Wesley School for the Hearing Impaired. The initiative garnered widespread earned media coverage, with national newspapers like Leadership and PM News reporting on the story, alongside Fabmum, a prominent mother-focused social media community on Instagram.
The campaign achieved a reach of over 50 million through both print and digital media, with a breakdown of 65% digital and 35% print coverage. It generated over 95% positive online sentiment, inspiring parents to take a stand against bullying by fostering meaningful conversations with their children ahead of the new school year.
