PROJECT: MINDDRIVE Social Fuel
MINDDRIVE, a Kansas City program for at-risk teens, was created to combat rising high school dropout rates. It worked, but no one outside of Kansas City knew about it.
So we built a car powered by social media and got the whole world talking about education reform. To start the journey, we posted a video of the kids asking for support on Youtube and seeded it through social channels. Every tweet, share, photo, view, and post became “social fuel” and was translated into electric watts via a conversion device installed in the car. If people weren’t talking about MINDDRIVE, the car wouldn’t move.
The campaign caught worldwide media attention right away and stories started showing up as far as India, Finland and Kazakhstan. In all, 481 news outlets around the world picked it up, leading to nearly half a billion earned media impressions. Even Richard Branson tweeted and blogged about the program. The students not only made it to DC, they had enough social fuel to complete the journey seven times. They were also invited to make their case for more experiential learning programs like MINDDRIVE at an official congressional briefing. More importantly, the MINDDRIVE story reached the right people. Thanks to this worldwide exposure, philanthropists in California, Colorado, Massachusetts, Ohio, Texas, as well as Sydney, Australia are opening new MINDDRIVE programs in their cities.