After-School All-Stars (ASAS), a leading provider of free out-of-school-time (OST) enrichment programs, seized a golden opportunity to raise awareness around its mission when it partnered with Warner Bros. last December to host hundreds of LA students at a private screening of the highly anticipated movie, Wonka, on the day before its official release.
This once-in-a-lifetime experience included a red-carpet photoshoot, giveaways, and a student meet and greet with “Willy Wonka” himself, Timothee Chalamet. Every student received a new Nike backpack stuffed with items donated by Xbox, Beats, Nike and Warner Bros. Throughout the awareness campaign, the LA-based nonprofit’s team leaned into the playfulness and whimsy of the beloved Wonka character, as well as his determination to see his dreams come to fruition. ASAS focused on fresh content and organic social media to raise awareness about the positive impact mentorship and enrichment programs have on young people, especially those in under-resourced communities. The campaign received a huge boost when Chalamet mentioned ASAS and his experience with All-Star students on The Tonight Show and on MTV. After- School All-Stars experienced spikes in web traffic and a 93 percent increase in Instagram followers during the campaign.
The combined promotional efforts of After-School All-Stars and its partners made this one of the organization’s most buzzworthy events in recent years, helping to draw attention to the urgent need for more after-school and summer programs like those provided by ASAS. Above all, it effectively called attention to the ASAS mission and the important work Team All-Stars does for young people every day.
