Pennies for Peace
RELAUNCH + STRATEGY
Pennies for Peace has helped students connect to the importance of education in Afghanistan and Pakistan for almost 20 years. Even so, the organization felt there were many more ways to connect to classrooms. That's where Scena came in.
Working together, we relaunched Pennies for Peace with an integrated marketing campaign that included film, social media, and direct outreach to school districts. We also created a new Community Partnership, designed to connect students, schools, the PTA, Chambers of Commerce, and other local stakeholders around student-driven campaigns to help build schools for children who need them. The results? In the first year alone, over 500 classrooms adopted Pennies for Peace, and we're just getting started.