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Special Project

Special Project
From the 7th Annual Shorty Impact Awards

The Pen Pal Project

Entered in Education

About this entry

The objective of the Pen Pal Project was to teach students across the United States how to write a friendly letter. By providing teachers with a free classroom kit including a poster, worksheets, and activities to teach letter writing, the program promoted teaching this essential skill to students in grades 2-6. Our quantitative objective was to have 25,000 teachers sign up to participate in the program with their students. In addition, students in the program learned about other students living in a different area of the country which expanded their educational horizons.

Why does this entry deserve to win?

In order to meet our goal of 25,00 teacher sign-ups for the program, we used a robust mix of promotional elements to reach teachers across the United States. The team utilized paid and organic Facebook and Twitter campaigns, Instagram posts, stories, and reels, website advertisements on, a dedicated microsite on, email sends, placements in the WeAreTeachers weekly newsletters, and more. Over 1 million emails were delivered and almost 3 million social impressions served to drive teacher sign-ups. Through a customized mix of copy, design creatives, and channels we reach millions of educators, filling every spot available in the program.


25,000 classrooms from grades 2-6 participated in our program! Over 650,000 students got exposure to friendly letter writing and wrote to a student in another area of the country.

This campaign also sparked a huge response with teachers posting user-generated content.


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