The Challenge

Connect Isolated Teachers to One Another

The Bill & Melinda Gates Foundation — the largest foundation in the world, holding over $50 billion in assets — is deeply committed to its global initiatives tackling critical problems affecting our future. Among them: K-12 education in the United States. The Gates Foundation had identified a critical issue within that: teachers around the country felt isolated in their classrooms. These teachers had a need for stronger connections and information sharing in order to better their practice and ultimately benefit their students.

Our Solution

Create a Space for Teachers to Share and Learn

Redbird conceptualized, branded, developed and launched a social networking program called Teacher2Teacher (T2T). We recruited and actively engaged with tens of thousands of teachers nationwide to celebrate the profession and encourage them to collaborate and connect. We produced scripted and unscripted content that would spark recognition and conversation: videos showcasing education grantees in action, visual memes for social streams, and email newsletters to articulate and amplify teacher stories.

Teacher2Teacher Anthem Video
Teacher Appreciation Week
Teacher Resource Center Design & Development

Social Shareables

The Impact

A Fast-Growing, Robust Community

Within months of launching the T2T program, we were engaging teachers at a rate 3x the industry average. Our content mix of original video, photography, articles and social — fueled by a robust influencer engagement program – ultimately helped to connect hundreds of thousands of teachers and measurably improve practice and learning.

Services Provided

  • Messaging Hierarchy
  • Copywriting
  • Style Guide

  • In-Store Collateral
  • In-Store Video
  • Hangtags & Signage

  • Mobile Showroom Design
  • Graphics Production
  • Storyboards