Box Tops for Education


Giving teachers extra credit at a time we appreciated them more than ever.

For years, Box Tops for Education has supported schools and teachers across America by asking consumers to cut out box tops or scan receipts from eligible purchases to earn money for classrooms. When social distancing made education more difficult than ever, the brand sought to do even more.

For Teacher Appreciation Week, we partnered with Chance The Rapper to host the “Twilight Awards,” an award show honoring standout teachers. Taking place entirely on Instagram Live, the three-night event celebrated educators who showed dedication and creativity in the classroom with live interviews and tons of viewer interaction.

And we saw a natural opportunity for Box Tops to extend the effort and ask America to join us in doing so. Using found footage and clips from influencer partners, we created a :30 spot that asked people to #GiveExtraCredit. For each person that posted their appreciation for a teacher with the hashtag, Box Tops made a donation to Kids In Need’s Supply a Teacher program.


311 Million

Earned media impressions

99 Million

Social impressions


Awarded to teachers and their schools


Donated to

Through influencer partnerships and paid social, we filled feeds with appreciation. When the job of a teacher became harder than ever, we gave educators extra credit—and reminded America of the purpose behind Box Tops for Education.