The Richards Group is lending its talents to support Raise Your Hand Texas, an advocacy group focused on improving public education with a campaign recognizing the role teachers play in the lives of their students. It isn’t easy to educate little minds day after day.
The campaign uses a word jumble with the prompt “Those that
can” before a rotating list of complementary phrases, such as “won’t let distance separate us” are added to finish the sentence.
Although the creative and strategy was developed prior to the COVID-19 pandemic and was never meant to have actors or people, its messaging was altered to address the current crisis rather than a general awareness push.
“Many people quickly realized that guiding young minds takes a special person with incredible patience, love, and skill,” says Chris Cannon, group creative head, The Richards Group. “All we had to do was shine a light on what teachers were already doing: adapting to the new normal overnight, staying relentlessly optimistic, supporting parents along with their students, and refusing to let school closures get in the way of learning.”
The campaign appears across TV in select markets across the state as well as via YouTube, social and streaming audio. People are encouraged to use the #TeachersCan hashtag for added support.