Vans Custom Culture Campaign
Vans created Custom Culture to inspire and empower high school students to embrace their creativity, while calling attention to the fact that school art programs are suffering due to shrinking education budgets. Custom Culture is a high school art and design competition where students design blank pairs of Vans for the chance to win a trip to New York City and a $50,000 donation toward their school’s art program.
The Allison+Partners team was brought in to help drive participation and generate national attention for the program and Vans’ support of arts education. Through a robust national and regional media relations campaign, the team successfully helped Vans reach its goal of registering 2,000 schools across the country to compete – the most participating schools since the program’s inception in 2010.
The team achieved the client’s ultimate goal of securing national coverage that focused on the program with a broadcast segment on the TODAY Show with Kathie Lee and Hoda. Vans was also featured on Forbes.com in an article that positioned Custom Culture as an inspiring example that other companies seeking to create an in-kind giving program can learn from. In total, the team garnered more than 130 pieces of coverage resulting in 600,446,468 million media impressions.
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