The brief
Problem:
School dropout rates between grades 5-12 in Puerto Rico Public Schools is higher than most neighboring countries including the United States despite having the highest education budget in history.
Objectives:
Lower dropout levels in public schools.
To inspire and motivate students within the target age group to persist in their educational journey.
To mobilize communities and families to create a supportive environment that discourages school desertion.
To highlight the long-term benefits of education for employment and personal development.
Background:
Bad Bunny is one of the most famous artists in the world. He achieved massive success shortly after abandoning his college career and has been rapidly gaining popularity ever since. In a digital age, Bad Bunny's college dropout success story has become a symbol of extraordinary achievement outside traditional education. However, it risks fostering false hope among students, making them feel that they too can be a dropout success story. Right now 55% of kids in Puerto Rico live below the poverty line, this makes them more likely to try any alternatives that can provide them with the stable and succesfull life they aspire to have in a faster way. What they don’t realize is that by dropping out of school they drastically lower their odds in achieving the type of life they strive for.
Idea:
In Puerto Rico, Bad Bunny is affectionately known as Benito, his legal name. Our goal is to unveil the true story of being Benito – not the internationally acclaimed artist, but those who share the name and chose a different path. By featuring individuals named Benito who did not achieve success after dropping out, we aim to provide high school students with a realistic perspective. Targeting the platforms where students seek Bad Bunny the most, we hope to show them the potential consequences of dropping out and the challenges they may face in pursuing a successful life.
Execution:
In this digital campaign tailored for students in Puerto Rico, we will creatively leverage Instagram and TikTok to recreate Bad Bunny's iconic social media presence with a stark twist. Through visually impactful posts, The Other Benitos will emulate Bad Bunny's iconic posts while authentically portraying the challenges faced after leaving school. Simultaneously, when users attempt to play a Bad Bunny song on YouTube or Spotify, a video will appear before playing the song featuring a message from one of the other Benitos will share personal struggles post-dropout, emphasizing the importance of completing their education.
Capitalizing on the anticipation of Bad Bunny's presence, particularly at events like BSN games, we'll send push notifications to attendees with a message saying "The Other Benito is Here," redirecting fans to view the recreated posts. This multi-platform approach aims to utilize familiar social media imagery to deliver a touching message, urging students to reconsider the consequences of leaving school and highlighting the pivotal role education plays in shaping their futures.