MINDDRIVE: Social fuel

Category: GoodWorks - Non-Profit
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.

Strategic communications challenge