The Learning Channel: You just learned something
PROBLEM:
Many people don’t know that “TLC” Channel actually stands for the The Learning Channel.
INSIGHT:
By technicality, with a name like this, anything (and we mean anything) on TLC is educational. Why? Because our name gives us the credibility to say it is.
CAMPAIGN:
It’s time people get our name right. To raise awareness for the correct acronym, TLC will launch a tongue-in-cheek campaign saying that on this channel your guilty pleasure can now be called ‘learning’ since it airs on a network called “The Learning Channel.”
Copywriting:
Catherine Lindberg
Art Direction:
Charlie Hilger
WILD POSTING
30s SPOT - HOT POCKET
ACADEMIC REVIEWS:
We pay a tenured Harvard Sociology professor to watch TLC for a week straight and record everything they learn.
Their “wisdom” will be recorded and sold as limited-edition TLC Textbooks specific to airing shows.
DIPLOMAS
Direct-mail “diplomas” will be sent out to TLC fans who have completed a show. Personalized diplomas can be requested for you or a friend via the TLC channel website.
SOCIAL ADS
