Nationwide survey of 1,011 children
Is spelling still important?
“In the debate about spelling, there is a lot of discussion about children – but far too little discussion with them. The fact that Studienkreis is highlighting their perspective in a representative survey sends an important signal. The results provide a sound basis for an objective debate about education, performance, and the future – and that is exactly what we need.”
Bob Blume, educator and education influencer
The task
How can we draw attention to the issue of spelling when half-yearly school reports are handed out? The goal: to actively shape the education debate and position the Studienkreis as a driving force for promoting spelling skills.
Our approach: we give children a voice. Nationwide studies show that spelling skills have been declining dramatically for years. What has never been investigated is how important children themselves consider spelling to be today – especially in view of AI and the digital future. We are exploiting this gap by creating news value with a nationwide representative survey of children.
The implementation
We place the conscious change of perspective at the center of our communication: it is not experts who evaluate children’s spelling skills, but children themselves who describe their attitude toward spelling in the context of everyday school life, social media, auto-correct, and AI. It is precisely this new perspective that surprises and convinces the media.
To give the representative study additional relevance and credibility, we specifically involve experts and strong cooperation partners: education influencer Bob Blume and education expert Prof. Dr. Schönweiss provide expert analysis of the results and use them for communication in their networks.
With media-friendly press materials, exclusive placement in the Redaktionsnetzwerk Deutschland (Editorial Network Germany), a radio report, and social media, we address daily and educational media as well as youth and lifestyle media individually.
The result
The campaign is attracting nationwide attention in a wide variety of media genres – from daily newspapers and educational media to radio and social media. The Studienkreis is becoming visible as a provider that focuses on children and contributes to educational debates. Overall, the campaign has reached 6.2 million people in daily and educational media and 1.2 million radio listeners.
Further Cases
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In order to communicate the complex complementary study program "Denkwürdig!", we immerse ourselves deeply in the target audience of students.