The Opportunity
Assist Lenovo, a global technology leader, in bringing the company’s “Work For Humankind” initiative from overseas to the United States, specifically North Carolina where the company maintains one of two global headquarters.
The Strategy
NP Strategy (NPS+) led the year-long ideation, planning and execution of the complex project which engaged Historically Black University (HBCU) students in North Carolina to traverse the Mountains-To-Sea Trail equipped with Lenovo technology while studying and volunteering on local conservation efforts.
Students traveled in a branded Lenovo van while camping outdoors each night. NPS+ collaborated with stakeholders across North Carolina and implemented detailed event management strategies to determine: Where will the students camp? What will they eat? What Lenovo technology will best assist the students on this trip? What conservation projects will they undertake?
On the road, NPS+ team members drove the large van carrying the students nearly three thousand miles over three weeks while executing onsite logistics. At the office, other NPS+ colleagues executed a multifaceted media relations and social media strategy which included NPS+ capturing video for post-activation promotion.
The Results
Lenovo’s North Carolina activation of “Work For Humankind” changed the face of conservation and left a lasting positive impact through the use of technology for both the students and the local community residents we engaged. Lenovo and the students collected data to improve vitally important flood maps, created content for an interactive trailhead marker and developed an app to help preserve an endangered native language. We are grateful to have played a role in this impactful Work for Humankind.