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The Crayon Box That Talked

From Poem to Award-Winning Ad Council Public Service Announcement to $4.5 Million in Funding to Children's Television and Book Series

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CLIENT: The Advertising Council; Leadership Conference Education Fund and Random House

OBJECTIVE: To successfully communicate the importance of valuing diversity and anti-discrimination to elementary school-aged children and their parents while generating interest in the business community to fund the production of a children's television and book series.

SOLUTION: While serving as president of Random House Entertainment, Campaign Coalition founder Shane DeRolf offered the Ad Council and the Leadership Conference Education Fund the opportunity to use one of his children's poems for a national public service announcement on valuing diversity and anti-discrimination for children. Shane wrote and produced a :90 public service announcement (PSA) for television with a :30 lift.

Over a one year period, the award-winning PSA received over $15 million in DONATED television media nationally and was instrumental in raising another $4.5 million in strategic investment dollars from the business community to produce a children's educational television series called The Crayon Box™ that continues to generate revenues from worldwide licensing fees.
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