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Project overview
A semester-long educational project introducing children and adolescents to the foundations of ethical marketing through practice-based learning and critical reflection.
The initiative translated abstract marketing principles into accessible, real-world scenarios by inviting participants to design responsible communication campaigns for speculative yet plausible innovations, positioning marketing not as manipulation, but as a form of conscious social influence.
Main objectives
This project was designed to equip young people with both practical marketing competencies and an ethical framework for communication.
Participants were guided through the full campaign development process for two emerging technologies: plastic-eating worms and plant DNA data storage. Both concepts required careful narrative construction to balance innovation-driven enthusiasm with environmental responsibility, risk awareness, and honesty.
The educational process prioritised critical thinking, empathy toward audiences, and reflection on the societal consequences of persuasive communication.
Achieved results
The project strengthened participants’ applied marketing skills, including audience analysis, value-based messaging, storytelling, and strategic positioning, while consistently embedding ethical considerations into each stage of campaign development.
Final presentations revealed a high level of creativity, conceptual maturity, and sensitivity to the social implications of promoting emerging technologies. Students demonstrated an ability to translate complex scientific ideas into understandable and responsible narratives tailored to different audience groups.
Beyond measurable skills, the project fostered significant personal growth. Participants displayed increased self-confidence and a stronger sense of agency, with one student articulating that the experience helped her realise that “the impossible becomes possible.”