Organization: National Geographic Kids (Washington, DC)
Campaign: Let's Jump!
Duration: January-October 2011
Budget: Approximately $20,000
National Geographic Kids sought to create an event to raise its profile nationally.
The title teamed with first lady Michelle Obama's Let's Move! healthy kids initiative. Its concept centered on breaking the Guinness World Record for jumping jacks. National Geographic Kids has already broken four other records.
A video was created of people doing jumping jacks in iconic locations around the world. It was posted on the Let's Jump! homepage and on YouTube, pitched to family bloggers, and distributed to the title's partners' networks. Two print issues included spreads on the challenge. The magazine partnered with Jamba Juice and the Girl Scouts of the USA, among other entities, to drive further awareness.
The Let's Jump! homepage supplied a customizable press release so each school or community could announce it was breaking the record. It also advised on local media outreach.
The October 11 kick-off event was emceed by Today's Al Rocker and Olympic skater Michelle Kwan. Obama led 464 kids on the White House Lawn as "jumper-in-chief" in a minute of jumping jacks. Editor-in-chief Melina Bellows led a similar event at Rockefeller Plaza with Today's Ann Curry.
In mid-December, the magazine announced that the record had been broken with 300,265 jumpers from around the world taking part, up from 20,425 last year. Today also announced the record, as did 1,630 other outlets, including The Washington Post and HuffingtonPost.com.
People who saw the Let's Jump! Facebook page's content increased from 59,536 in October to 813,109 in December.
"We're investigating several options right now to see what will be of most interest to our readers," says Rachel Buchholz, executive editor of National Geographic Kids.