Yidan Prize
From prize to platform.
Challenge
The Yidan Prize has earned international recognition, but public awareness remained focused on the award itself and its monetary value. The Foundation’s broader mission, its community, and its contribution to global education were far less visible. Communications were scattered across markets, social channels lacked consistent engagement, and there was no clear narrative connecting its work across the year.
Strategy
A single annual announcement can generate buzz, but it does not build a lasting reputation. By shifting toward sustained thought leadership, the Foundation could establish a continuous presence and point of view, building credibility throughout the year instead of only around the Prize.
Creative Execution
We began with an audit of the Foundation’s communications ecosystem, stakeholder perceptions, and positioning opportunities. Audience research, narrative audits, and channel analysis informed a framework that aligned messaging across regions, audiences, and platforms. We also identified ways for the Foundation to take a more active role in global education conversations, reinforcing its position beyond a prize. Alongside this, we rebuilt the digital ecosystem and introduced measurement frameworks to support growth and engagement.
Results
The work broadened understanding of the Foundation beyond the Prize itself, creating a more visible and consistent presence within global education conversations throughout the year.
Results included:
A 90% increase in Prize nominations
A 67% increase in nominee countries
Expanded global media visibility and stakeholder engagement