The Narrative:
We created a campaign that would kickstart a paradigm shift in education and development by raising awareness of the over-emphasis on grades and changing the definition of success.
The Strategy:
Multiple KOLs and influencers were asked to post their own PSLE grades, personal stories, and/or achievements with the hashtag #LifeBeyondGrades, to demonstrate that grades did not define their future, thus encouraging the public to change their perception of success.
The Outcome:
The campaign went viral immediately – members of the public began sharing their own scores and stories organically, using the #LifeBeyondGrades hashtag. It also gained coverage on various media mediums and even made headlines in The Sunday Times in the same week of its launch.
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Marketing & Brand Strategy