Created by HelloFCB+, the campaign strives to inspire learners to make a commitment to themselves to finish their 2020 matric year by showing them that it's something their future selves will look back on and thank them for.
Western Cape minister of education Debbie Schäfer says, "Every year, after the mock exams, we find our matrics sometimes get demotivated if they don't do as well as they should. Of course, with this year's added stress of COVID-19 and school closures, it's even more difficult. The intention is to encourage them to not give up on themselves."
The campaign shows three matric learners sending a thank you message to themselves. An aging effect is used on their faces makes it appear as if it were their older selves speaking.
Individuals are encouraged to view thew the execution here.
You can view the executions here
The campaign reached over 345 000 people and supported matrics with exam and study resources to help them prepare for their final exams. The students were also sent messages of encouragement to help them stay focused and committed through to the end.
"We wanted to remind matric students that although they might not be motivated to finish their school year now, someone will be very thankful they did in the future — their older selves," says HelloFCB+ chief creative officer Mike Barnwell.
"Our human insight led us to the idea of using an ageing app which teens already use for fun to share this essential message and then personally commit to finish. We hope that by making a public commitment, it will give students the motivation they need to complete the year," concludes Barnwell.
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