Educational campaign on ecology „Bambini Litera. Dzieci piszą” (eng. „Bambini Litera. Children write”)
Skanska Residential Development Poland is the market leader in ecological residential projects with the adaptation of Scandinavian architecture solutions and regard to the sustainable development idea. That’s why we decided to educate young people about our values. "Bambini Litera. Children write" was an educational campaign promoting ecological behavior amongst Polish children and conducted by leading residential developer in Poland. It was targeted for children under the age of 12 and their parents.
The campaign consisted of a series of workshops for 150 children from six schools in Warsaw, a video reportage and a competition for the most colorful and the most surprising stories about eco-behavior. The "Bambini Litera. Children write" competition aimed to encourage children to think about the environment and the world they would like to live in.
The project was inspired by previous actions of the sister company of Skanska, from the Czech Republic. But we developed our own campaign assumptions and communications activities. The main target groups were parents and their children. To reach them, we conducted multichannel campaign including: social media, e-mailings, traditional media, but also influencer marketing - cooperation with the parenting influencer, the “Ładnebebe” website and magazine. All of the content marketing activities, such as a series of ecology blog articles, were well received by the target groups. The chosen media mix ensured a presence in traditional and social media with a wide range, reaching much further than only Warsaw. The campaign was discussed in the CSR and parenting media. Online activities have been supported by actions carried out in schools - including ecology workshops for children conducted by Piotr Mędrzycki, an ecologist and academic lecturer. In the first edition of the campaign, after the workshops, 19 winners were selected and their works appeared in the "Ekomiasta przyszłości” (eng. “Eco-cities of the future”) book. The publication was printed on paper produced in 100% of the recycled paper in environmentally friendly technology. It is also available online. Each winning work is accompanied by a drawing exercise, which means that every child will be able to co-create the publication, completing drawing and coloring puzzles or other tasks. The exercises prove, that ecology is a really great fun. Thanks to this, the project will remain open and will involve a wider and growing group of children.
