It’s an extension of a similar U.S. campaign by the pen maker that has so far received more than 95,000 pledges to save handwriting. Canadians are being asked to make pledges at BicFightForYourWrite.ca.
The initiative is a way to remind Canadians that handwriting matters, says Michael Salfi, brand manager, stationery at Bic. “We believe that handwriting is important at every age, both in academic and non-academic environments.”
As part of the campaign, Bic is giving $10,000 worth of stationery supplies to Canadian schools. It’s also donating $10,000 to the Breakfast Club of Canada, noting that 60% of learning in school happens before lunch.
Though Bic says “penmanship is in peril” as the world becomes more digital, the campaign asks people to type their pledge to save handwriting on their computers rather than to handwrite them.
Making the pledge digitally ensures that the process is as easy as possible for Canadians to participate, Salfi says. “It allows the Bic Fight For Your Write pledge to live in a format where all participants can see the pledges being made across the country and access information on the benefits of handwriting.”
The campaign also includes tips for integrating handwriting into Canadian homes from its spokesperson Pam Allyn, executive director of LitWorld, a global organization that shares best practices in literacy for all children worldwide. Allyn says handwriting plays a role in helping children build confidence, creativity and critical thinking skills.
Though the trend is to increase the use of technology in classrooms, teachers are realizing handwriting can’t go by the wayside, she says. Bic previously conducted a survey of Canadian parents that found handwriting has a positive impact on their children’s education and development.
Strategic Objectives is leading PR for the campaign which includes national media and blogger relations, a media tour with Allyn, blogger ambassadors, literary, dignitary and influencer outreach, social media support and a Twitter Party held Sept. 17.
Match Marketing Group is responsible for a digital media campaign, which includes Bic Canada’s first Facebook page called Bic Writing Canada. Aside from driving users to the website to sign the pledge, the Facebook page offers tips on the importance of handwriting and encourages creativity with activities to do with kids.
The campaign is also being supported through digital media ads and Facebook promoted media.
Match also developed the U.S. Fight For Your Write campaign and adapted it to the Canadian market in English and French, including modifying a U.S. TV commercial to be used as YouTube pre-roll.