Discovery Education
Campaign
The Challenge
Discovery Education Inc. sought the help of MABU to produce a multimedia package of Native American-themed lesson plans and learning activities for K-12 educators throughout the nation. The project, which provides teacher-based resources that help Native and non-Native students avoid the dangers of substance misuse, was underwritten in part by the U.S. Department of Justice, Drug Enforcement Administration (DEA) and the National Indian Education Association (NIEA).
Our Solution
Our first objective was to create a cohesive brand identity with cultural significance. Extensive research and several brainstorming sessions led our team to “Good Medicine Bundles.” Traditionally, a medicine bundle contained items believed to protect or give special powers to its owner, just as these educational materials would offer Native youth the knowledge and understanding needed to keep them safe.
Brand visuals and messages were crafted around the ideas of traditional storytelling, the medicine wheel and Indigenous health and wellness practices to connect with Native students. Hands-on print, digital and video resources were developed along with social media graphics and digital ads to promote the program and make educators aware of the available materials.
