Hefty is the only trash bag that supports Box Tops For Education, one of America's largest school earning loyalty programs. By simply clipping Box Tops coupons from hundreds of participating products, families can earn cash for their school to purchase books, field trips, playground equipment, etc. So far, America's schools have earned over $600 million from Box Tops—with $3.5M dollars donated by Hefty.
In June of 2015, back-to-school promotions were kicking into high gear and education continued to be a hot topic. Hefty took this opportunity to unveil a provocative new online campaign, titled #SaidNoSchoolEver.
Comprised of online video, social media, and influencer outreach, the campaign highlighted (in a tongue in cheek way) the pervasive problem facing public schools across the country: lack of funding.
Through #SaidNoSchoolEver, Hefty also saw a chance to raise awareness for its products while tying the brand to a hot issue that is near and dear to its consumer base of moms with school-aged children.
We also wanted to make the burdens teacher face more visceral. So we took to the streets of Chicago, one of the most underfunded school systems in the country, and had real teachers beg for the supplies they need for their classrooms. We also created a website, SupplyATeacher.org, that allows teachers to set up an Amazon wish list of the supplies they need. Site visitors can purchase from this list and have them shipped directly to the teacher.
The campaign garnered over 57MM video views and earned more than 72MM impressions. This eye-opening campaign ignited a conversation that has yet to burn out with the targeted moms and more importantly, educators.