An agency for change

Nick Jnr

Promoting Dora the Explorer's Help campaign

Nick Jnr wanted to raise brand awareness and drive TV ratings for Dora the Explorer, while communicating the show's educational credibility.

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Raising brand awareness

Zinc developed a marketing and pro-social campaign aimed at nurseries, playgroups and pre-school children, with a Help Dora Help Award fund of £20,000 to support nurseries in providing children the opportunity to learn and explore just like Dora.

Online and print activity suggestions were developed for children around the Dora episodes and promoted to around 23,000 UK pre-schools through direct mail, online and on air.

Campaign impact

Shortly after the campaign, Dora the Explorer programme average ratings went up by 24% and the website had over 400,000 hits.

Over 5,000 UK preschools registered: that’s 1 in 5 and over 760 award submissions recorded.

Nearly 300,000 children, 30,000 practitioners and 450,000 parents engaged with the campaign.