Challenge Enlarge on the success of PNC Bank’s Mobile Learning Adventure (MLA), an annual traveling exhibit teaching parents and caregivers about the importance of early childhood education.
Solution The program had been a big success in past years, so our mantra was simply about more — making it more interactive, more enriching, more committed to communicating how early education helps children “Grow Up Great”.
Execution Our veteran tour teams hit the road for seven months, delivering an iconic, tangible expression of the “Grow Up Great” initiative:
Orange MLA tents, recognized by families everywhere, sprang up at local fairs, festivals, museums, libraries, zoos, community events and more across all 35 PNC markets nationwide.
A “Learning Is All Around Me Passport” guided attendees through a series of activity stations where they could “Interact,” “Learn,” “Dream” and “Create.”
MLA activities stressed hands-on parent-child interaction as a key way of helping young children prepare for school.
Exercises included asking children to distinguish between “needs” and “wants,” to insert a “Word of the Day” into daily conversation, and other fun activities and crafts promoting math, science and even financial learning, driving home the idea that “Learning is (Truly) All Around.”
A big hit? Our photo station, where youngsters wore costumes to show off “What I Want to Be When I Grow Up.”
Results A lesson in success, as 2016 was a record year for MLA in terms of total events, miles traveled, attendees hosted, photos taken and event impressions delivered!