HP: PRINT PALS (EARNED: DIGITAL, SOCIAL)
While home printers are often seen as purely utilitarian, HP wanted to show they could be so much more.
Nearly 1 in 5 kids worldwide are neurodivergent, and 73% struggle to manage emotions and express themselves. But research shows hands-on creativity like puppetry can help them bring what’s inside, out. And while many families lack access to puppets that reflect specific emotions, we saw an opportunity for them to create one with their home printer.
HP Print Pals is the first line of printable puppets designed to help neurodivergent kids express themselves, launched globally ahead of Neurodiversity Pride Day in partnership with renowned puppeteer Stacey Gordon and the neurodivergent community. Autism advocates like Kylie Kelce, alongside therapists and educators, drove 2.7k earned placements, boosting brand perception (+69%) and trust (+80%), and earning PRWeek (Gold, CSR) and Sabre (Gold) awards.
PRESS: NYMag / Parade / NBC / TODAY / US Weekly / SheKnows / Scary Mommy / NPR Phoenix
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