Half of what most children are taught in school is forgotten in as little as 3 days. Abeka aims to solve this problem by utilizing the spiral learning approach to curriculum design. The key benefit of spiral learning is proven and understood: children retain more of what they learn. However, most parents weren’t familiar with the term “spiral learning,” or its direct link to Abeka. A pandemic-fueled surge in homeschooling provided the opportunity: introduce the concept of spiral learning to consumers while reinforcing its connection to Abeka, thus making them synonymous in the minds of millions of parents struggling in their new roles as educators.
“Hold On” elegantly illustrates the problem of learning loss. The spot opens on a lush, green field dotted with dozens of children — each child holds a white balloon with an attached flash card representing a lesson taught, an educational morsel. Slowly, quietly, the balloons begin to float away from the children. One by one at first, and then in twos, threes, tens, floating into a sky increasingly filled with fleeting knowledge and lost potential. As the camera works its way back groundward, a sole purple balloon is revealed, firmly held by a smiling confident child, powerfully illustrating the advantages of Abeka and the spiral approach.
Still in the early days of airing, the reception so far has been tremendous. The client expressed their gratitude for work that “makes them feel like a national brand.” Consumer interaction so far has been very positive with more clickthroughs in the digital sphere and increased site visits.