CRAYOLA: COLORS OF THE WORLD

Crayola introduced 24 new specially formulated crayons designed to represent over 40 global skin tones so children could accurately color themselves into the world while increasing representation.

To launch the Colors of the World crayons, we landed on May 21, the United Nations World Day for Cultural Diversity for Dialogue and Development to foster dialogue and advance the development of inclusion within creativity. To mark the official launch, we announced Colors of the World on Good Morning America, followed by a full-court press of influencer, blogger, and media relations, all driving to the Walmart and Crayola websites for presale and product ordering.  

We also engaged children by creating the "Draw your #TrueSelfie” campaign. This integrates the commonality of taking selfies with drawing self-portraits. We created a gallery and offered families a choice of frames and galleries within which to showcase their self-portraits.

This was inspired by a key insight: The overwhelming response from teachers was they would use the Crayola Colors of the World crayons in their classrooms in conjunction with self-portrait exercises that they use to build self-esteem and self-confidence in their students.

As of July 2020, the campaign resulted in 2.4 billion media impressions, over 2,000 email notification requests for crayon availability on Crayola.com.