Category: Reputation & Crisis Advisory  

Client: National Postal Service  

Format: Broadcast Media Campaign

Challenge 

The national postal service faced two parallel issues: vandalism of newly installed post boxes, and widespread public apathy toward postal systems. Skepticism about a new zip code initiative added pressure. The institution needed to shift perception, but any traditional educational campaign risked feeling dry or overly authoritative.

What We Did 

We proposed a cultural approach, aligned with Ramadan's peak viewership. A 30-episode sitcom was commissioned—five-minute segments aired daily before iftar. Scripted with humor and local flair, each episode subtly conveyed the importance of postal systems, zip codes, and civic responsibility. We ensured narrative diversity across scenarios, making the postal service visible in everyday life—from family conversations to neighborhood scenes—humanizing its role through entertainment.

Impact 

The series achieved broad public appeal. Instances of vandalism decreased measurably. Feedback showed an emotional shift: the postal service was now seen as part of community life. The campaign elevated visibility, understanding, and pride—embedding public service into pop culture.

Takeaway 

Education doesn’t need a podium—it needs a story. Entertainment, when crafted with intent, becomes an emotional access point for change.