From the Nominator

At the American School of Guatemala, fostering a sense of pride and belonging for students is crucial. We recognized that our existing school mascot, while impactful, carried an aggressive tone that intimidated younger students, so, with input from our different stakeholders, we worked to reintroduce our beloved Hornet in a more approachable and enchanting manner. The result was the creation of a children's book titled "Are You a Hornet?" which revolves around a new student's first day of school and her encounter with the Hornet, who becomes her first friend. Through this narrative, we integrated the core values of our school and mascot, portraying different scenarios that students might encounter on their first day of school. To enhance the experience, we designed illustrations portraying a friendlier version of the Hornet and developed corresponding merchandise. A week before school began, we delivered personalized boxes to each incoming pre-kindergarten student's home, containing the book, a Hornet-themed t-shirt, sticker pack, crayons, and bookmark. Parents were encouraged to read the story to their children, presenting it as a gift from their new friend, the Hornet, welcoming them to our school community. To emphasize the connection between students and the mascot, we produced a video showing the Hornet "creating" the book and surprising two students with the special delivery. The initiative has proven immensely successful, instilling a sense of pride and belonging among students, who now enthusiastically embrace the Hornet as a cherished friend, fostering a lasting connection with our school and mascot.

From the Judges

This creative, audience-focused campaign was warm, charming, and on brand. With the added bonus of being bilingual, this project was a smart, inclusive way to connect younger students and new families with the school and the mascot. It stands out as a communications initiative pulled off by a small shop at a K-12 school, and can serve as a model for other institutions with young students.