Crayola's Campaign for Creativity Reunites Adults with Childhood Art
Laura McQuarrie — April 18, 2024 — Marketing
Crayola's Campaign for Creativity challenges perspectives on the value of creativity and aims to inspire guardians to make more room for creativity in kids' lives.
To coincide with UN World Creativity and Innovation Day, Crayola is debuting a short film series called Stay Creative. This series shares the stories of three adults who participated in a Crayola art program as kids. The series reunites each adult with their childhood artwork and inspires reflection on the way creativity impacted their lives, and how they nurture creativity in their own children.
Crayola partnered with the Ad Council Research Institute on a creativity study and the research analyzed parents' knowledge, attitudes, and behaviors on creativity, finding that 9 in 10 say creativity is important for their child.
To coincide with UN World Creativity and Innovation Day, Crayola is debuting a short film series called Stay Creative. This series shares the stories of three adults who participated in a Crayola art program as kids. The series reunites each adult with their childhood artwork and inspires reflection on the way creativity impacted their lives, and how they nurture creativity in their own children.
Crayola partnered with the Ad Council Research Institute on a creativity study and the research analyzed parents' knowledge, attitudes, and behaviors on creativity, finding that 9 in 10 say creativity is important for their child.
Trend Themes
1. Childhood Art Revival - Exploring and celebrating the impact of childhood art on adults as a means to cultivate and inspire creativity in children.
2. Guardian Engagement in Creativity - Promoting the role of guardians in fostering creativity by challenging perspectives on its value and encouraging creative spaces for kids.
3. Creativity Study Insights - Leveraging research on parents' attitudes towards creativity to inform strategies and initiatives that support and prioritize creative development in children.
Industry Implications
1. Education - Creative Arts - Opportunities for educational institutions to elevate the importance of childhood art in fostering creativity and incorporating creative programs in the curriculum.
2. Marketing - Campaign Strategy - Potential for marketers to collaborate with brands like Crayola in campaigns that advocate for creativity, tapping into emotional connections and nostalgia to engage audiences.
3. Research - Family Dynamics - Emerging avenues for research institutes to delve into understanding family dynamics in relation to creativity and implementing evidence-based approaches to enhance creative development in children.
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