Send My Friend to School is a global campaign to highlight the plight of school age children around the world who are denied an education. It provides a campaigning platform for school children to speak up about education, engage with world leaders and persuade them to do something about it.
In its fifteenth year, Action Aid, the UK campaign sponsor, wanted the 2015 campaign to push this message even harder, give it a sense of urgency and engage with more children than ever before.
Ideology was delighted to be on board with such a worthwhile cause. From the start we felt it was important for the campaign to communicate with children in their own visual language. To do this we came up with a visual concept based on the popular Minecraft digital game as well as comic book style speech balloons to encourage them to "speak out" about education for all.
In collaboration with the team at ActionAid, we created a series of World Leader icons to fit in with the campaign message "If I were a world leader for a day", as well as some 3D and 2D models for the children to create and customise (that really was the fun bit!)
These ideas were then carried through into all elements of the campaign, including postcards, posters and other marketing materials for use in schools.
This was our first project with Ideology, and Tony and Susan’s commitment to our brief was clear from the start. They came up with incredibly creative ideas to appeal to our young audience, using Minecraft as inspiration, and developed a bold, bright new look for our campaign. They designed a huge range of assets for us, and they were very flexible with our many demands. We’re delighted with the results, and are looking forward to seeing schools use our newly designed resources soon.
Project Manager, Action Aid