THE TEACH HOPE PROJECT
If you haven’t seen my previous post about my work with GOYA, then I highly suggest you check it out. It will give you some background on how we got to this particular project. Also, a little anecdotal aside here, I credit this project as the reason I went back to school to be a teacher. It would take all day to explain, so I won’t. But that’s how life-changing this project was for me.
The Teach Hope Project was my final project with GOYA and, although I couldn’t stay long enough to see it through to the end, it will always be my favorite thing I’d ever done at that job. After several years, we had accomplished so much, but we were never able to build the high school that we so desperately needed. There’s a couple of reasons for this: first, it would have cost a quarter of a million dollars to build, and second high schools in Kenya are like boarding schools here in the U.S.
This posed a couple of problems, because instead of just needing a classroom, we actually living quarters, 24-hour staff, medical facilities, and a whole slew of other things that we had just never had to deal with before. But we had come this far, and there was no way that we were going to give up—we were all determined to make this a reality. So, Chad and the team tackled the logistics of it all, and I hunkered down in front of my computer to try and figure out how the in the world to convince people to give us $250,000.
The Big Idea
What I came up with was eating elephants. As in, “how do you eat an elephant? One bite at a time!” Cliche? Yes. Did it work? Well, yes. The first thing I came up with was the DID YOU KNOW… campaign:
Did you know…that just $8 will buy an entire case of cough syrup and help hundreds of kids in Kenya?
Did you know…that you can furnish a classroom for just $48 in Kenya?
Did you know…that just $55 will feed a student for an entire year in Kenya?
The purpose was to show people that a little bit goes a long way, and it also broke that massive chunk of money we were seeking into manageable pieces for the average donor. But, most importantly, it made donors feel like they were making a real difference. You weren’t just giving us $55, you were providing a year’s worth of food. You weren’t giving money, you were buying into the idea of the school. That was the key. So key, in fact, that these are still being used on each page of the GOYA Website.
In the end, the school was built, and our legacy lives on. Even though I had to leave the organization before the project really gained steam, I feel like I helped to make a difference in so many ways. This will be a project that I never forget.
The project was a full start-to-finish design undertaking. I came up with the entire branding strategy for this project, beginning with the name: TEACH HOPE. I developed a logo, which consisted of a chalk board look. The DID YOU KNOW cards were standard business card size, and were easily and cheaply printed, and easy to hand out. The biggest piece was a 5×7 informational booklet about the project and donation information, and the accompanying website. The entire project had a consistent theme and, while different from the rest of the GOYA brand, there was no mistaking that it was a GOYA project.