Mar 3, 2010 0
Nick Launches Dora’s 10th Anniversary with Beyond the Backpack Campaign
Nickelodeon is marking the 10th anniversary of Dora the Explorer with a pro-social campaign titled Beyond the Backpack that champions overall school readiness for preschoolers. The campaign will serve as the key component of Nickelodeon’s overall plans for Dora the Explorer‘s anniversary, and will consist of a PSA campaign featuring Salma Hayek Pinault and Dora herself; a fundraising auction of limited-edition Dora backpacks, with designs by Hayek Pinault and other celebrities; financial grants; a dedicated website with downloadable toolkits for parents and educators; and local community activities across the country.
Beyond the Backpack is a multi-year, multi-platform program for preschoolers as they prepare for the important adventure of going to school. In partnership with The Children’s Defense Fund, National Parents Teachers Association (PTA), and other experts and leaders in school readiness who will form an advisory committee, Beyond the Backpack will help provide parents and educators with tools and resources that can help kids prepare for a well-rounded, positive school experience.
Beyond the Backpack is designed to call attention to the emotional, physical, experiential, and actual competencies that preschoolers need for those first steps into school, including: social skills and emotional intelligence; early literacy and math skills; in-school involvement and resources like school supplies; and health and wellness basics. The components of the campaign include dedicated PSAs; a website with information, links to partner organizations, and downloadable content for parents and educators; financial resources and grants; fundraising activities; and community events.
National PTA has signed on as Beyond the Backpack signature partner for the campaign. They will be providing long-term, multi-year grassroots support through the distribution of educational materials to their national constituency, and will co-author a parent’s toolkit for distribution.
To add further support to the Beyond the Backpack initiative, Hayek Pinault is featured in a forthcoming Beyond the Backpack PSA television campaign alongside Dora. Hayek also is leading an effort with Nickelodeon to create a limited-edition series of celebrity-designed backpacks for auction this summer. Hayek Pinault, John Leguizamo, Slash, Shakira, and other celebrities will put their personal touches on special Dora-themed backpacks. A limited quantity of each backpack will be auctioned off globally, in countries including the U.S., France, the UK, Mexico, Canada, Spain, The Netherlands, Greece, Australia, New Zealand, and Israel. One hundred percent of the U.S. proceeds will benefit the Children’s Defense Fund, while 100 percent of international proceeds will go toward childhood education in each respective country.