The Challenge
Sesame Street, the world-renowned television show for young people, is committed to educating parents on the most appropriate and productive ways to speak with their children about racism. People First partnered with the brand to recruit and promote the trusted messengers best suited to disseminate the message across a variety of social media platforms.
Our Response
- People First’s analysis found that people were most likely to trust and respond to the words and advice of their closest and most trusted contacts.
- We worked with our creators to tell and share stories that highlighted the importance of talking with children about race, racism, ethnicity, and culture in appropriate ways, and to engage their followers in doing the same.
Results
- People First collaborated with Sesame Street to source 91 authentic personal stories with an organic reach of more than 2,114,565 people and an engagement rate 4 times that of the industry average.
91
pieces of content
66,269
total engagements
4%
engagement rate
2,114,565
reach