When schools closed in March 2020, at least 50% of children risked being left behind as they didn’t have the tech to stay connected. Sadly, the Costa Rican government couldn’t help them as they needed all emergency funds to deal with the crisis.
So, to ensure kids didn’t miss out, we created Aprendo en Casa (‘I learn at home’), a free learning initiative on a medium available to all – TV. Using our media agency relationships, we secured the country’s top TV network to transmit live classes nationwide to all grades, five days a week.
We recruited advertisers to fund the initiative, engaged the best teachers, and adapted our educational content for our audience. The President unveiled Aprendo en Casa TV at a press conference live on all TV channels, and we supported with a multi-media integrated campaign.
Aprendo en Casa TV’s success meant schools could be closed for longer to tackle COVID-19. The learning virus was a virus everyone was happy to spread!