Public Service Advertising Campaign to Increase Student Science and Math Interest

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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.