A Commitment to Connect
In November 2009, Time Warner Cable launched Connect a Million Minds (CAMM), a five-year philanthropic initiative designed to inspire students to pursue learning opportunities and careers in science, technology, engineering, and math (STEM). According to national experts, the next generation of youth in the United States is not prepared to take on the challenges of the 21st century. Eighty percent of jobs created in the next decade will require math and science skills. However, today’s students show declining interest in these subjects, with eighty-four percent of middle school students saying they would rather clean their room, eat their vegetables, go to the dentist, or take out the garbage than learn math or science. FreeAssociation currently serves as the digital agency for Connect a Million Minds, working closely with Time Warner Cable and their partners to design, develop, and maintain the robust and growing platform and ecosystem.
The Pledge
The core digital strategy calls for user commitment (in the form of a pledge), and then for the delivery of tools to act upon that commitment. Users are asked to pledge to introduce young minds to fun and exciting STEM opportunities (programs, events, competitions). The pledge operates as a simple interactive device to engage the user and initiate their journey. Just one year into the initiative, this post-pledge journey has included local science and technology events, active online discussions, and an innovative online town hall featuring STEM Luminaries and hosted by Al Gore. This journey will continue in the coming years, as we collaborate with Time Warner Cable to deliver new ways to connect and act on this important issue.
Making Connections Count
One feature that helps users fulfill their pledge is The Connectory. Post pledge, users arrive at The Connectory where they can search a database of after school opportunities in their area. The Connectory is the only After School STEM database in the US and has been widely adopted by the after school teaching community, storing over 7,000 opportunities from over 4,000 trusted organizations. Users receive periodic email communications with reminders of their commitment and suggested opportunities in their area.
All the Way to the White House
Connect a Million Minds achieved 250,000 pledges within its first ten months and has been recognized by the White House as a best in breed corporate philanthropy initiative. Recently CAMM was included in the Obama Administration’s ‘Educate to Innovate’ initiative and has received numerous mentions in Obama’s speeches on the subject.
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Client Case Study - Content Management
- Interaction Design (IA/UX)
- Project Management
- Social
- Support
- Technology
- User Interface Design
- Web Development