[Publicité] Ad That We Like: Domtar – North America // Project Learning Curve @DomtarPaper #ATWL
Posté par Pascal Petitjeanil y a 2 annéespas de commentaire
Domtar Corporation is the largest integrated producer of uncoated freesheet paper in North America and the second largest in the world based on production capacity, and is also a manufacturer of papergrade pulp. Domtar Corporation manufacturers and sells paper so the continued practice of handwriting of course benefits them. But this effort was bigger than that. Despite the scientific research showing the cognitive and educational benefits of handwriting, it continues to be deemphasized in homes and schools worldwide. They wanted to help change that.
Project Learning Curve was an overarching effort to raise awareness of the important role handwriting plays in the development of children. In essence handwriting helps give the brain a workout, especially in the developing minds of children. Because the trend was to move away from handwriting to more digital options, they wanted to find a way to merge the two in a way that had never been done before. The app’s role was to be the wow factor that draws attention to the bigger Project Learning Curve awareness effort.
They first tested the app in a school to gauge the response from the teachers and the students. The response was amazing. Students, teachers and parents all embraced the application and saw its benefits right away. So they knew were onto something. they later released the application on iTunes at the same time they released a case study on social media. The case study outlined the scientific studies that have proved the benefits of handwriting, in addition to the application testing we had concluded at the school. The case study directed people to Domtar’s paper advocacy site, paperbecause.com to download the app and learn more about the Project Learning Curve effort.
The campaign was a great success. The application is currently being used by people of all ages all over the world. The Neurological Studies Department at Indiana University is using it to conduct research to further understand the affects handwriting has on the brain. Their case study garnered over 500,000 views on social media, sparking an online conversation about the importance of keeping handwriting in schools that further reached and/or engaged a total of over 2 million people on social media.
Traffic to Domtar’s paper advocacy site increased by 26% during the launch of the app and the case study. Of course not everyone who heard about the application or saw the case study decided to use it. But it helped raise the awareness about the benefits of handwriting. And to receive those benefits, all you have to do is pick up a pen and paper and write.