Campaign
Crayola (Speculative)
Let Them Dream
Let Them Dream
Let Them Dream
Year
Scope
Industry
Year
Scope
Industry
2026
Campaign
Education
2026
Education
84% of young adults with passions are not pursuing them as careers due to a lack of confidence or fear of failure. A third of your life is spent at work, yet only 20% of workers feel passionate about what they do. Let Them Dream challenges educators, parents, and students to push against the narrative about what constitutes a ‘good’ career putting that choice back in the hands of youth. Our whole lives, we are constantly asked who we want to be, but we are rarely exposed to career options outside those deemed acceptable by our parents or educators.
INSIGHT
84% of young adults with passions are not pursuing them as careers due to a lack of confidence or fear of failure. A third of your life is spent at work, yet only 20% of workers feel passionate about what they do. Let Them Dream challenges educators, parents, and students to push against the narrative about what constitutes a ‘good’ career putting that choice back in the hands of youth. Our whole lives, we are constantly asked who we want to be, but we are rarely exposed to career options outside those deemed acceptable by our parents or educators.
STORIES WORTH TELLING
84% of young adults with passions are not pursuing them as careers due to a lack of confidence or fear of failure. A third of your life is spent at work, yet only 20% of workers feel passionate about what they do. Let Them Dream challenges educators, parents, and students to push against the narrative about what constitutes a ‘good’ career putting that choice back in the hands of youth. Our whole lives, we are constantly asked who we want to be, but we are rarely exposed to career options outside those deemed acceptable by our parents or educators.
SOLUTION
SOLUTION
Our whole lives, we are constantly asked who we want to be, but we are rarely exposed to career options outside ones accepted by our parents or educators. Career conversations start early, but are framed around traditional success paths. Creative, unconventional, or emerging careers are treated as unrealistic or secondary, leaving many young adults feeling disconnected from their futures. By high school, students aged 14–18 are expected to make life-defining decisions about post-secondary education, often without exposure to all possibilities available to them. Our education systems are biased towards “safe” professions and lack real-world insight into modern and evolving industries. As a result, many students abandon early interests and dreams, not because they lack passion, but because they lack permission.
Our whole lives, we are constantly asked who we want to be, but we are rarely exposed to career options outside ones accepted by our parents or educators. Career conversations start early, but are framed around traditional success paths. Creative, unconventional, or emerging careers are treated as unrealistic or secondary, leaving many young adults feeling disconnected from their futures. By high school, students aged 14–18 are expected to make life-defining decisions about post-secondary education, often without exposure to all possibilities available to them. Our education systems are biased towards “safe” professions and lack real-world insight into modern and evolving industries. As a result, many students abandon early interests and dreams, not because they lack passion, but because they lack permission.
STORIES WORTH TELLING
Our whole lives, we are constantly asked who we want to be, but we are rarely exposed to career options outside ones accepted by our parents or educators. Career conversations start early, but are framed around traditional success paths. Creative, unconventional, or emerging careers are treated as unrealistic or secondary, leaving many young adults feeling disconnected from their futures. By high school, students aged 14–18 are expected to make life-defining decisions about post-secondary education, often without exposure to all possibilities available to them. Our education systems are biased towards “safe” professions and lack real-world insight into modern and evolving industries. As a result, many students abandon early interests and dreams, not because they lack passion, but because they lack permission.
EXECUTION
STORIES WORTH TELLING
Crayola invites students, children, and the public to submit drawings they drew as a child. The campaign uses nostalgia and the wonder a child’s imagination as the starting point and inspiration for professional journeys. More importantly, it validates that all careers are valid, accessible, and supported. Schools partner with workplaces such as design studios, restaurants, and start-ups replacing “bring your kid to work day” exposing students to a wide-range of career possibilities. Professionals across creative, technical, and emerging fields visit classrooms to share their journeys: how they started, what they studied, and how their careers evolved. Educators examine biases around success and introduce new career narratives into classrooms. Let Them Dream imagines a future where every career path is treated as legitimate, and where students are supported in discovering paths that align with their individuality, not expectations.
Crayola invites students, children, and the public to submit drawings they drew as a child. The campaign uses nostalgia and the wonder a child’s imagination as the starting point and inspiration for professional journeys. More importantly, it validates that all careers are valid, accessible, and supported. Schools partner with workplaces such as design studios, restaurants, and start-ups replacing “bring your kid to work day” exposing students to a wide-range of career possibilities. Professionals across creative, technical, and emerging fields visit classrooms to share their journeys: how they started, what they studied, and how their careers evolved. Educators examine biases around success and introduce new career narratives into classrooms. Let Them Dream imagines a future where every career path is treated as legitimate, and where students are supported in discovering paths that align with their individuality, not expectations.
Crayola invites students, children, and the public to submit drawings they drew as a child. The campaign uses nostalgia and the wonder a child’s imagination as the starting point and inspiration for professional journeys. More importantly, it validates that all careers are valid, accessible, and supported. Schools partner with workplaces such as design studios, restaurants, and start-ups replacing “bring your kid to work day” exposing students to a wide-range of career possibilities. Professionals across creative, technical, and emerging fields visit classrooms to share their journeys: how they started, what they studied, and how their careers evolved. Educators examine biases around success and introduce new career narratives into classrooms. Let Them Dream imagines a future where every career path is treated as legitimate, and where students are supported in discovering paths that align with their individuality, not expectations.
