Mobile Learning Center Program

Posted on by Chief Marketer Staff

Best Vehicle-Based Experiential Campaign
Best Cause-Based Promotion

Agency: RedPeg Marketing
Campaign: Mobile Learning Center Program
Client: National Guard

The Army National Guard Education, Incentives and Employment (EIE) Division is dedicated to helping ensure the success of President Obama’s ‘Educate to Innovate’ initiative, designed to increase interest and education in STEM (science, technology, engineering and math) programs. The ANG EIE wanted to create opportunities for the underprivileged and target markets that fell below the National Assessment of Education Progress averages for math and science.

The idea culminated in the Mobile Learning Center. The primary component of the learning center was the energy lab, which included an interactive, remote classroom. In a 24-seat theater, students watched a movie that introduced them to energy and the environment, then were divided into four teams, where they competed against each other to collect energy. The team with the most energy won educational prizes. The mobile learning center visited high schools during the school year and math- and science-related venues such as museums and camps in the summer.

Four interactive exhibits focused on the elements of earth, water, wind and fire. In earth, students learned about controlling the planet’s fossil fuel resources for the next 40 years. For water, they used WiiFit gaming technology to create waves and measure their electrical output. For solar, they used simulated solar panels to capture energy and convert it to electricity. And for wind, they competed to see who could construct the most efficient wind turbine and generate the most electricity. Energy Town, a model of a city, showcased the percentage of resources, both renewable and nonrenewable, being used today and their projected use in the year 2050.

Thirty-three custom-tailored math and science teaching modules were created based on energy and the environment, including pre-learning documents for teachers, facilitator’s guides and follow-up lesson plans.

A communication program was launched to rally attention to the cause, including a press conference on launch day in Washington, DC, media kits, school administration kits, school promotion kits and an online portal.

The program has traveled to more than 16 markets and reached more than 3.3 million students, educators and the general public. Students who participated showed a greater interest in STEM-related subjects after their mobile learning lab experience and 88% said they would consider STEM-related subjects in college.

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