Our partnership

Educational charity Teach First approached Coldr to help tell the story of its pioneering partnership with Lewis Hamilton’s charitable foundation Mission 44, aimed at driving awareness of STEM teaching careers amongst Black communities.

Our approach

Our creative strategy put members of the Black STEM community front and centre of the campaign. Working with teachers and Black STEM leaders we launched STEM from Black -  an attraction campaign designed to inspire Black communities to consider a potential career in STEM teaching. We warmed up our target audience by initiating a honest and authentic conversation via a Black in Teaching IG Live, which we followed up with a Hero film fronted by Dr Anne-Marie Imafidon MBE. The Hero film was seeded to media and amongst the Black teaching and STEM communities and acted as a call-to-action for our recruitment event. Taking inspiration from the very community we were targeting, we also adopted a fresh approach to delivering the recruitment event as we themed it around traditional Nigerian Hall Parties. 

Results

The digital-first campaign drove talkability in Black communities and achieved coverage in target media including The Voice, Stylist and Melan Mag.

And what’s more

A significant uplift in interest from Black communities was driven by the campaign.