As the COVID-19 pandemic rages on, the digital imaging industry is learning to adapt to a “new normal.” Office printing has declined. At-home printing has seen an upward surge. And regardless of industry, companies have recognized their hand in the fight against the coronavirus by not only creating better products but generating greater value for customers through their products, too.
When it comes to our industry specifically, HP Print has pivoted its print business focus based on three key platforms: Learn, Create, Perform. Enter Windows of Hope, part of HP’s Print, Play & Learn campaign.
On the Inside, Looking Out
Over 35 internationally recognized artists have teamed up with HP to create printable artwork for the company’s Windows of Hope (Part of Print, Play & Learn) initiative. The group of artists was curated by HP and the team at Goodby Silverstein & Partners, with each design being exclusive to the program.
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| Several of the printable works available through the Windows of Hope program, from artists including Shepard Fairey, Noma Bar, Jessica Hische, Marylou Faure, Matt Johnstone, Adrian Brandon, and others. |
“I think we all went through this phase about a month into quarantine where we were all feeling trapped and things looked a little bit bleak, so we asked ourselves, ‘What can we do to share hope while sitting at home?’” said Deepak Masand, Global Head of Print Marketing at HP. “We want to empower everyone everywhere to learn, create, and perform better through the power of print.”
Windows of Hope pieces are meant to spread feelings of hope to communities everywhere during this difficult time. That said, they also spread feelings of unity and appreciation for first responders, medical professionals, and essential workers, all of whom make sacrifices daily to ensure the pandemic—and the unrest it has caused—remain under control.
The artist pool is diverse in a geographical sense, yes, but it’s stylistically diverse as well. The works represent the artists’ own unique perspectives into what it is like for them to live and work during COVID-19, all while instilling hope in others via their messages.
“We’ve had over 117,000 visitors come to the Windows of Hope website and over 87,000 downloads, so we’ve been quite happy with how this campaign has been received,” said Masand.
Educational resources offered through Print, Play & Learn go far beyond traditional subjects in academia. One of the artists involved in the program, Keturah Ariel Nailah Bobo, has illustrated several activities for children to learn about racial and social inequality amidst the current civil unrest across the country. In an article from Forbes, Bobo asserts the importance for children to “see the importance of standing up for injustices and having empathy for people who are different from them.”
“Windows of Hope was the first step of our content of creative expression, but we’ve also had a lot for Mother’s Day, Father’s Day, graduations and even Diversity & Inclusion,” said Masand. “Absolutely, this is part of a major strategic evolution for us.”
A New Parent-Teacher Relationship
With the Learn platform, Print, Play & Learn provides educational resources for parents and caregivers to share with children. From coloring pages, crossword puzzles, and math and science worksheets to crafting projects of all kinds, there is no dearth of printable activities for children of varying ages. Though the application of these resources is clearly child-focused (ages 2 to 12), the tools provided by Print, Play & Learn have in turn made the lives of parents that much easier.
“Parents went from being parents to being teachers at home, and in the context of being useful, it was obvious to us that our customers needed help and parents needed help, too,” said Masand. “One of my friend’s kids took me to their living room and showed me about 100 printed pages, and his response to me—totally unprompted, mind you—was ‘You’ve been a lifesaver to me and my wife.’”
There have been nearly 6 million visitors to the Print, Play & Learn page and over 2.6 million printable interactions and downloads, which HP expects to increase over time. The company’s third platform, Perform, is geared toward resources for small businesses and home offices to operate more effectively during the pandemic, and beyond—yet another part of the brand’s strategic evolution.
“We honestly went into it very altruistically, it wasn’t very brand-conscious,” said Masand. “Customers are smart and, if you’re being useful to them, they will give you brand love in return. But in this relationship, really, our perspective has been how do we provide them everything they need to get through these trying times? Simply put, it’s just the right thing to do.”
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| HP’s Print, Play, & Learn resources provide students with worksheets surrounding mathematics, reading and comprehension, and science, as well as more creative activities such as coloring sheets and crafting projects. |
