1. Gum »

2. This stuff
matters.

3. And it matters more than
we think.

4. 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/

5. 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/

6. 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/

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

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

10. Idea » Boost!

11. 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.

12. 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.

13. 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.

14. More audience details
Here’s a snap shot of Wrigley’s web traffic:

15. 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.

16. 1. $1 billion dollars raised in support of America's public education system
1. Significant increase in engagement in America's public education system from
American citizens
1. Considerable rise in high school graduation rates across the country

17. Cheers.