Challenge
Elections have been a valuable topic to cover, especially among social studies teachers. With the 2024 Election taking place, Newsela wanted to provide resources to help schools and districts navigate this important teaching moment. These resources covered nonpartisan topics such as voting, government processes, and the importance of elections overall. Today, color plays a significant role in indicating political parties. With Newsela's color palette being predominantly blue, there was concern around the brand having party affiliations. Therefore, creating a careful and thoughtful balance across this campaign was crucial.
Solution
Equal amounts of blue and red were distributed throughout the assets. Additionally, stars and stripes – elements of the American flag – were woven throughout. With careful color distribution and incorporating our nation's symbol of unity, the creative communicated a nonpartisan campaign that promoted Newsela's election resources.
As a result, there was a lot of engagement around the materials, especially the webinar – the main event. There were over 430 registrants and 120 attendees, many who are district administrators and active customers. The follow-up cadence also had extremely high open and click rates, demonstrating people's interest in Newsela's election content.
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