The 8 Week Challenge

Inspiration

Dove's Self Esteem Project and trying to increase reach in a cost efficient manner, but with the most impact.

What it does

The format comes in the form of a challenge, an 8 week challenge – delivered through a mobile app. In order to maximise reach, attracting a very niche target audience of mothers, this challenge will be school focused – whereby schools take part, earning points for all parents registered and actively taking part in the programme, with points awarded for each challenge completed, with the total points placing each school on a leaderboard. To encourage engagement from schools, we will be offering the top three schools a cash Prize totalling £35k to go towards their fundraising efforts. With constant budget cuts, and multiple fundraising efforts always taking place, we feel that the prize potential will stimulate enough engagement to be successful.

Through partnerships with the education board and other educational bodies, the projects plan will be communicated across all national schools. They will be invited to join the program, and when they do, they will automatically accrue welcome points. This message will then be cascaded to parents via the school and through a limited social media campaign targeting mothers. Information packs can be distributed through the schools to the parents, informing them of the intention of the challenge, how it works and how to get the best out of it. As parents register to join, selecting which school they are apart of, they will earn points for the school, contributing to the leaderboard. With registration, a mobile app is then installed on the parents device, which will alert them of when the challenge begins, via push notifications. As the challenge kicks off, each week a topic from the Uniquely me program is made available, where the content has been made easier to digest and discuss, with tasks set out for the children. They can select 1 of 3 tasks to complete, and have 7 days to do this. When a task has been completed, the parents simply taps the complete button, giving them a task complete status and awarding their school with points. Additional points can be earned through clicking links to discover more information on that particular topic, via the dove website. Push notifications will be sent to alert parents of upcoming challenges, and also sent to those who have installed the app but have not actively participated, with the aim of encouraging participation. Where challenges are between the mother and child, such as compliment your child each day, without making reference to appearances, notifications will be pushed reminding the parent of their tasks / actions. All notifications will be personalised, making the experience that much closer to home.