Gum »

This stuff

matters.

And it matters more than we think.

Americans chew a lot of it*:

• The total number of sticks of chewing gum made every year is 3.74 trillion

• The average amount of sticks of gum each person chews every year 300

• Total time gum would be chewed every year if each piece of gum was chewed for 30 min is 187 billion hours.

• There would be approximately 14,000,000,000,000,000 bites per year if each piece of gum was chewed for an hour

(some pretty wild statistics, hey?!)

*http://www.statisticbrain.com/chewing-gum-statistics/

But check this out: When we chew gum, we actually boost our cognitive performance. "Gum is an effective booster of mental performance, conferring all sorts of benefits without any side effects.”*

*http://www.wired.com/wiredscience/2011/11/the-cognitive-benefits-of-chewing-gum/

However, that cognitive boost is fleeting."It turns out to be rather short lived, as gum chewers only showed an increase in performance during the first 20 minutes of testing.”*

*http://www.wired.com/wiredscience/2011/11/the-cognitive-benefits-of-chewing-gum/

Which is a bummer, because America's public education system could use a little help.

And we know that gum has more potential to help America’s

schools and next generation of leaders than it’s currently

displaying.

So how might America's incredible consumption of gum positively affect education in America?

Idea »

Boost!

Boost is campaign designed to redefine the public’s perception of gum and to give it a new purpose, by providing America's public schools with the funding and support they so desperately need.

Boost is campaign designed to redefine the public’s perception of gum and to give it a new purpose, by providing America's public schools with the funding and support they so desperately need.

How does Boost work?In partnership with Wrigley and the U.S. Department of Education, Boost will set out

to raise $1 Billion dollars for STEAM related education support over the next 10 years.

Wrigley will release a new product of chewing gum called Boost, to track the number of sticks sold. For every stick sold, Wrigley will donate $1 to the Boost Education fund.

A dynamic and intuitive mobile app as well as a complimentary website and Facebook app will be produced to track how many sticks of Boost gum have been sold, promote social interaction and foster a community of public education advocates.

In addition to being an educational and social hub for the Boost campaign, the mobile app and complimentary digital products will also be a center for citizen fundraising. This can take place in two ways:1. A Boost participant may seek to raise $1000 dollars by committing to chew gum

for 100 non-consecutive hours. He or she will reach out to his or her supporters to make a donation for every hour completed.

2. A Boost participant may simply make a donation to the Boost Education fund

To demonstrate their support and create a sense of corporate-citizen solidarity, Wrigley will match dollar for dollar every dollar raised by the Boost community.

Who’s our audience?Our primary audience will be an educated 18 to 35 year old with strong ties to the community and committed to seeing public education thrive in America. This person is digitally savvy, socially vibrant and an emerging professional with above average annual earnings.

More audience detailsHere’s a snap shot of Wrigley’s web traffic:

When will Boost launch?After analyzing when “gum”, “education” and “charity” are and are not trending in America, a late summer launch date will give Boost a head start on the Back to School season.

What can we expect will result from Boost?

1. $1 billion dollars raised in support of America's public education system

2. Significant increase in engagement in America's public education system from American citizens

3. Considerable rise in high school graduation rates across the country

Cheers.