Public Service Advertising Campaign to Increase Student Science and Math Interest

提案编号ESIE 93-55747提案名称：公共服务广告宣传活动PI：Ronni Denes 摘要 NACME将制作一个为期三年的公共服务广告活动，旨在塑造儿童在初中和高中数学和科学方面的教育选择。 这则广告由演员兼导演斯派克·李（Spike Lee）主演，旨在增加三到八年级的儿童数量，他们了解数学和科学对成人世界生活的相关性和价值。 该运动还将针对家长，目的是帮助他们认识到学习数学和科学对子女未来的重要性。 该项目的组成部分将是： o在项目的三年中，开发和 一个60秒，一个30秒和一个10秒的分布 电视广告 o在项目的三年中，开发和 三个60秒，三个30秒和三个10秒的分布 广播节目 o每年开发印刷广告和营销材料， 提供给选定的消费者杂志，教育家的 出版物，校内杂志，报纸“儿童版”， 漫画公司，公交车站和公交卡 载波 o每年开发和发行100，000台全彩 学生手册，以加强在 运动中 o每年编制和分发100 000份小册子 让父母参与孩子的科学， 数学教育 o设立免费800电话号码，供学生 打电话询问信息。 每个来电者都会收到 学生和家长手册 o制作宣传材料，包括按钮， 游戏、科学实验、数学谜题、T恤等。 o每年的公共关系活动，包括新闻活动 会议、媒体图尔斯参观、校内示威，以及 个人形象。 o项目的年度评估，包括月度报告 通过800号码收到的请求。 该运动的开发、制作和分发将由一个工作组负责，该工作组由以下人员组成：NACME负责通信和公共事务的副总裁罗尼·丹尼斯;小乔治坎贝尔，NACME主席;莱亚E.威廉姆斯，NACME的执行副总裁，曾担任联合黑人学院基金的教育服务副总裁;凯瑟琳莫里森，研究主任;伊斯梅尔迪亚兹，学前教育项目主任。 NACME/广告理事会运动的广告代理商是特蕾西·洛克。 美国航空公司广告和直接营销经理罗布布里顿将担任竞选主任。

Proposal No. ESIE 93-55747 Proposal Name: PUBLIC SERVICE ADVERTISING CAMPAIGN PI: Ronni Denes ABSTRACT NACME will produce a three year public service advertising campaign designed to shape the educational choices children make in junior high and high school with respect to mathematics and science. The ads, featuring actor/director Spike Lee, will aim to increase the number of children in grades three through eight who understand the relevance and value of mathematics and science to life in the adult world. The campaign also will be directed towards parents with the goal of helping them recognize the importance of learning mathematics and science to their children's future. The components of the project will be: o For each of the three years of the project, development and distribution of one 60, one 30, and one 10 second television spot. o For each of the three years of the project, development and distribution of three 60, three 30, and three 10 second radio spots. o Annual development of print ads and marketing materials to be delivered to selected consumer magazines, educator's publications, in-school magazines, newspaper "kid pages," comic book companies, and bus shelter and transit card carriers. o Annual development and distribution of 100,000 full-color student brochures to reinforce the concepts outlined in the campaign. o Annual development and distribution of 100,000 brochures for parents to engage them in their children's science and mathematics education. o Establishment of a toll-free 800 number for students to call to request information. Each caller will be sent both the student and the parent brochure. o Development of promotional materials including buttons, games, science experiments, math puzzles, T-shirts, etc. o Annua l public relations campaigns including press conferences, media tours, in-school demonstrations, and personal appearances. o Annual evaluation of the project including monthly reports of fulfillment of requests received via the 800 number. Development, production, and distribution of the campaign will be the responsibility of a task force consisting of: Ronni Denes, NACME's vice president for communications and public affairs; George Campbell Jr., President of NACME; Lea E. Williams, executive vice President of NACME and formerly served as vice president, educational services, of the United Negro College Fund; Catherine Morrison, director of research; and Ismael Diaz, director of precollege programs. The ad agency for the NACME/Ad Council campaign is Tracy-Locke. Rob Britton, manager of Advertising and Direct Marketing for American Airlines will serve as campaign director.