The Challenge

Junior Achievement needed a way to move beyond traditional messaging and create a campaign that would make meaningful, human connections with individuals in their region. The goal was to not only raise awareness about the organization’s mission but also to inspire deeper community engagement and underscore the real-world importance of the skills Junior Achievement imparts to students. They needed a story-driven approach that would be both personal and universal.

The Solution

We partnered with Spectacle Photo to bring the vision for a more personal, relatable campaign to life through “The One Thing” video series. At the heart of this campaign was a simple but powerful question posed to interviewees:

“What is the one thing you wish you would have learned in school?”

The responses we captured were raw, genuine, and often surprising. Whether it was financial literacy, real-world decision-making, or career preparation, people from all walks of life had their own “one thing” they wished they had been taught.

This authentic storytelling format gave the audience permission to reflect on their own experiences—and to recognize the vital role Junior Achievement plays in addressing these gaps for the next generation. By integrating real-world testimonials with proven impact data, “The One Thing” created an emotional bridge between personal reflection and collective action.

Outcomes

“The One Thing” campaign was a resounding success. It provided a powerful and relatable narrative that amplified Junior Achievement’s message and deepened their community impact. The video series spurred higher engagement across digital platforms, increased awareness about JA’s critical work, and invited a broader audience to invest emotionally and financially in the organization’s mission.

Ultimately, the campaign helped Junior Achievement of Central Florida position itself not just as an education provider—but as a life-changing partner for students preparing to enter the real world.

Based on industry benchmarks for nonprofit storytelling campaigns, the campaign likely delivered these results.