Telecurso is a kind of Kahn Academy, created for TV 30 years ago by the Roberto Marinho Foundation to help educate millions of Brazilians.
Today, besides offering thousands of classes on TV and online, it is also an educational program that already reaches 32 thousand public and private schools through Brazil through tele-rooms and teacher training.
Helping more Brazilians each year is a constant challenge.
And there's "free" space on TV for institutional campaigns...
Paulo Freire (1921-1997), a Brazilian educator, created the methodology used by the Foundation, which uses the daily reality of each student to inspire his critical thinking and the desire to learn.
“His philosophy became the foundation of modern critical pedagogy, recognizing that knowledge is not deposited from one (the teacher) to another (the student) but is instead formulated through dialogue between the two.” (Wikipedia)
Would it be possible to apply his method in FRM's communication?
Use simple everyday objects to explain the idea behind the program.
Because objects are so much more than that.
These are true lessons.
Kite film (30")
Announcer: “For us it’s more than a kite. It's a class. When we learn that several names can mean the same thing (words with kite synonyms). And that the wind has a force that we can use (force vectors). It’s also a symbol that with education everyone can fly higher. It’s good to learn from day to day things and this is how Telecurso helps transform lives..."
Cake film (30")
Announcer: “It's not just a cake. It’s much more: an opportunity to learn. Not just write what's in it (words with ingredients). It’s also a way of seeing how a chemical experiment works in practice (drawing of formulas). It’s good to learn from day to day things and this is how Telecurso helps transform lives... "
The results of this campaign were not measured.
Special thanks to:
Marcelo Coli, Rodrigo Lomelino, Vivian Ferraz, Armando Strozemberg, Maria Clara Queiróz, Lica Repetto and everyone at FRM.