MATH MOTIVATORS
Professional actuaries are experts at advanced mathematics, spending years in study and certification before practicing. This makes them a vast resource for math knowledge and experts on the math education that many young students experience. The Actuarial Foundation decided to tap this resource to provide volunteer tutors for underprivileged math students. They came to our team to publicize and help grow the program.
The first task was to brand the program. The Pi symbol was transformed into an active figure, resembling an avatar with an arm raised in greeting or support. The Actuarial Foundation‘s brand standards guided the work on the colors and typography.
Next, the audience needed to understand the nature and functional process of the Math Motivators program. The team visited Achievement First Hartford High School in Hartford, CT, an early adopter of the program. Pprogram founder Barry Jacobson was interviewed along with students, teachers and actuaries who have all participated in the program. In five episodes — released weekly on social media — the Math Motivators‘ origins, its process and its goals for the future were outlined.
An ad campaign ran parallel to the videos, targeting media channels frequented by actuaries and their employers.
In the campaign’s second year, the video series evolved to instruct actuaries in the establishment of Math Motivator programs in their own communities. This time, the team visited Portland High School in Portland, ME, interviewing staff and actuaries who had recently started their own program.
And the program just keeps growing. As seen above, its progress was tracked on social media as new cities came on line, reporting its impressive results in tutor participation as well as academic improvement. As of 2020, Math Motivators programs were active in every geographic region of the country.
Produced for a client of GLC