MINDDRIVE: Social fuel
Category: GoodWorks - Non-Profit
Brand/client: MINDDRIVE / MINDDRIVE
Lead agency: VML
State of the marketplace & brand's business
America's education system is failing.
In 2013, an estimated 1 million teens will leave high school without earning a diploma1 and 80 percent of them will eventually go to prison2. MINDDRIVE is an experiential learning program in Kansas City, Mo., that found a solution to this problem. By teaching at-risk students how to apply math and science to convert gas-powered cars into electric, they saw graduation rates shoot up to 100 percent3.
But even with its success, awareness of MINDDRIVE was virtually nonexistent. And with over 60,000 education-focused non-profits in America4 – some with annual revenues of more than $1 billion5 – his little Kansas City program with an annual revenue of $159,000 had zero exposure to potential supporters and no marketing budget to remedy it.