Image of kid in a red hoodie sitting at a laptop

Coded By Kids, 1Philadelphia

1 PHILADELPHIA 

 

The Challenge
Coded By Kids launched 1 Philadelphia: a new initiative that implements a citywide tech education system with the support of community-based organizations, place-based funders, and the greater community. This initiative focuses on giving every Philadelphia resident the education, resources, and support they need to find success in high-growth jobs in tech and innovation. Public was tasked with branding Philadelphia, and creating an awareness campaign to get underrepresented kids in Philadelphia interested in pursuing a career in tech and innovation.

 

The Approach
For many underrepresented youths, who start with fewer opportunities, more discrimination, and more systemic obstacles, it can feel like the only way out is “going pro” in sports or entertainment. But the reality is, only 0.03% of people make it into the NBA,  It’s even lower in the WNBA. And competition in Hollywood is no less steep. We built our campaign around the insight that tech and innovation are more than a dream, it’s a real shot at going pro – and with 1 Philadelphia– it’s more real than ever.

 

Collective Impact
Our campaign caught the attention of Philadelphia legend Julius “Dr. J” Erving, who has amplified our message and will continue to be an advocate for 1 Philadelphia.

 

Creative Partners
Unified Content

  • Strategy

    Campaign

  • Client

    Coded By Kids

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