THE CHALLENGE

HP faced a unique challenge: how to create an inclusive and engaging campaign that would resonate with neurodivergent children. These children often struggle with traditional learning methods, and HP wanted to leverage their innovative printing technology to make a difference. The goal was to foster creativity, boost confidence, and provide a platform where neurodivergent children could express themselves freely

THE STRATEGY

We partnered with HP to launch the "Print Pals" campaign in 2024, a groundbreaking initiative designed to empower neurodivergent children through creative activities. The campaign centered around interactive printables and personalized projects that children could complete using HP printers. Edelman crafted a series of vibrant, easy-to-follow templates that catered to various neurodivergent needs, ensuring accessibility and engagement. The campaign included workshops led by educators and therapists, where children could explore their creativity in a supportive environment. We focused on the therapeutic benefits of art and printing, making the campaign not just educational but also emotionally enriching. The initiative was promoted through social media and influencer partnerships, creating a buzz and drawing attention to the importance of inclusivity in education

THE EXECUTION

We crafted the "HP Print Pals" campaign, a vibrant initiative designed to turn printing into a delightful family activity. The campaign introduced a series of interactive printables featuring beloved characters and creative projects. Children cut out, glued together, and colored in these puppets, bringing them to life. Stacey Gordon, puppeteer from the US, added a magical touch. Edelman leveraged social media, influencer partnerships, and engaging content to spread the word. Earned PR and articles further amplified the campaign, capturing the hearts of families nationwide

THE OUTCOME

The HP Print Pals campaign achieved impressive visibility and engagement across earned and social channels.

In total, the campaign reached over 21 million people through 18 pieces of earned coverage, including 15 interview and photo opportunities that generated 100% positive or neutral sentiment

On social, the campaign reached 2 million users, delivering 20K reel plays. With an organic engagement rate of 6.2%, the creative concept successfully captured audience attention and encouraged strong interaction with HP’s family-friendly storytelling.

Together, the campaign delivered meaningful earned visibility and standout social performance, reinforcing HP’s role in sparking creativity and connection through print.