Light To Learn

TRUE 212 were commissioned to execute a campaign strategy and activation plan for the Light To Learn project, an initiative between Akon Lighting Africa, Bridge International Academies and To:

Bold Experiment

Akon Lighting Africa, founded by pop star and entrepreneur Akon and his business partners, Samba Bathily and Thione Niang, is bringing electricity to millions of households across Africa with solar energy. Bridge International Academies partners with governments, communities, teachers, and parents to deliver great schools and high-quality education. The initiative was created to highlight the need for renewable energy and scalable innovation in education. Bringing the two together can have a huge positive impact on Liberia, Africa, its youth, and the global economy.

What We Did

Content Strategy
Video Production
Social Media Strategy
Campaign Activation
Editorial
PR

Campaign Results

1 Million Video Views
6 Million Users Reached
7 Million Impressions
+ 70% increase in likes on Akon Lighting Africa’s Facebook page
+ 800% increase in likes on Bridge International Academies’ Facebook page
1 x Documentary screened at Cop22, Morocco

"Electricity is more than light. This is a true change in our daily life."

Yelimané, A mother

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