Secretary Shalala, Education Leaders Launch New Campaign Designed to Mobilize Parents Nationwide in Support of Community Schools

May 31, 2000

National PSAs Unveiled Today Champion New Kind of Public School

Washington, DC - As the school year winds down, Secretary of Health and Human Services Donna Shalala, education leaders and advocates of community schools joined together today in announcing the first phase of a multi-year campaign designed to mobilize parents to demand a new kind of public school -- a community school. Community schools are public schools that partner with community organizations in intentional ways to provide services and opportunities -- before- and after-school programs, health and social services, recreational and adult education -- that support and enhance educational opportunities at the school and strengthen families and communities.

A new national public service announcement campaign designed to increase awareness about and stir interest in community schools nationwide was unveiled at a press conference today at the National Press Club. The PSA campaign is being jointly sponsored by The Children's Aid Society, the Coalition for Community Schools and the Ad Council. The campaign was created by advertising agency BBDO New York.

"Community schools are a new kind of public school that may hold the key to our future educational challenges," said Philip Coltoff, Executive Director and CEO of The Children's Aid Society. "We are excited to launch this multi-year campaign designed to increase the number of community schools across the country. We know that early intervention and parental involvement can help children remain on the right track. Community schools provide structure, educational excellence, needed medical and social services and encourage a high level of parent and community involvement."

While community schools will offer programs and services tailored to the needs of their communities, some of the features could include:

• Expanded day programs available up to 15 hours a day, six days a week, year-round;
• A variety of academic, recreational, and cultural opportunities;
• Teen and adult education classes;
• Medical and dental services, as well as a social worker, on site (available to the community as well as students and their families);
• Early childhood programs;
• Parent support programs and much more.

"This public education ad campaign is a tribute to the joint efforts and achievements of schools and communities across the country," said Ira Harkavy, the Chair of the Coalition for Community Schools. "The campaign will harness the energy of partners, spread the word about our successes, and strengthen the national community schools movement."

Eight years after the first Children's Aid Society community school opened its doors in New York City, the schools show a number of tangible results including: improved academic performance; better attendance and health; greater parental involvement and a more positive learning environment where teachers are able to focus on education. Similar strategies have emerged in communities across the country in the past decade. All of these efforts to create community schools are now coming together as part of national strategy under the umbrella of the Coalition for Community Schools.

The national PSA campaign includes advertising created for television, radio and print media. These compelling ads highlight community schools' innovative approach to learning. Parents, educators and others interested in more information about community schools and how they can improve the public schools in their neighborhood are encouraged to call 1-877-LOVE 2 LEARN. Parents who call will receive a brochure with 10 steps they can take to promote community schools and educators and/or policymakers will receive a more detailed community schools manual. Callers who are already in the process of establishing a community school will be offered support from The Children's Aid Society Community Schools Technical Assistance Center.

"This campaign takes on a double creative challenge," said Ad Council President and CEO Peggy Conlon. "Not only do the PSAs raise awareness of the existence of community schools, they also inspire parents to bring community schools into their own local areas. Community schools provide everything necessary for a child's development, all in one place. The message is important, the creative is top-notch, and I believe this message is one the media will really get behind."

Other participants in today's press conference included: Sandra Feldman, President, American Federation of Teachers; Shay Bilchik, Executive Director, Child Welfare League of America; Terry Peterson, Counselor to the Secretary, U.S. Department of Education; Martin J. Blank, Staff Director, Coalition for Community Schools and Judy Dimon, Founder, Educational Leadership Advisory Board.

The Children's Aid Society -- one of the oldest and largest child welfare agencies in the country - has been at the forefront of the community schools movement and is currently operating eight community schools in Manhattan and the Bronx. Its community school model is being used in dozens of schools nationwide.

The Coalition for Community Schools mobilizes the resources and capacity of multiple sectors and institutions to create a united movement for community schools. The Coalition informs policy related to community schools, educates the general public and policy makers, connects people and resources, and disseminates information.

The Advertising Council is a private, nonprofit organization, which has been the leading producer of public service communications programs in the United States since 1942. The Council supports national campaigns that benefit children, families and communities. In 1998, Ad Council campaigns received more than $1 billion in donated media time and space.

Contacts:
Melissa Narins 703-780-0880
Ellen Lubell 212-949-4938