Environmental education designed and designed in a child-friendly way

Environmental education and sustainable development are important topics for primary school education. The challenge was to develop age-appropriate, curriculum-compliant materials that prepared complex environmental topics in a child-friendly way and at the same time impart competence to act. As a family and children marketing agency, KB&B was commissioned to develop a concept that introduces children to these important topics in a playful way.

Entertainment branding as an innovative solution

The concept developed for the “Mission Marine Conservation” school program uses the appeal and popularity of SpongeBob SquarePants to reduce learning barriers and create emotional access. The well-known marine creature becomes an authentic ambassador for the protection of its own habitat. This creative approach combines the SpongeBob brand world with specific educational goals and creates a win-win situation for everyone involved.

Strategic implementation with expert expertise

An interdisciplinary team of educators, environmental experts and creative specialists was put together at KB&B to design the school program. The extensive teaching package developed includes:

• An action booklet with specific teacher instructions
• Copy templates with varied worksheets
• A personal sustainability primer for every student
• A large-format class poster for continuous motivation
• Sticker sheets as a reward system

Particular emphasis was placed on the flexible use of the materials in everyday school life. The developed modular principle enables teachers to adapt the content to their specific teaching conditions.

Brand cooperation with strong partners

The concept combines the strategic cooperation of various partners in order to strengthen the credibility and reach of the initiative:

• RTL Consumer Products as a driving force and coordinator
• Paramount as the rights holder of the SpongeBob SquarePants brand
• RhineCleanUp as an established environmental protection initiative
• Model and environmental activist Anna Hiltrop as prominent patron

Measurable success with outstanding response

The response to the program exceeded all expectations:

• All 1,000 physical lesson packages were sold out in just 24 hours
• In addition, the digital materials were downloaded more than 3,000 times
• Teacher feedback proves the children's exceptional motivation to learn

Conclusion with a future-oriented perspective

With “Mission Marine Protection,” a project was designed that impressively demonstrates how entertainment brands can assume social responsibility. The concept developed by KB&B translates complex environmental topics into child-friendly experiences and at the same time creates added value for everyone involved: Schools receive high-quality teaching materials, children become environmental ambassadors, and the SpongeBob SquarePants brand strengthens its positioning as a value-based licensed brand with a sense of responsibility.

The overwhelming demand demonstrates the success of the approach and shows the potential for future expansions and similar projects at the interface of entertainment, education and sustainability — an area in which KB&B has built up particular expertise.