NATIONAL CONVERSATION ON EDUCATION REFORM

Waiting for Superman 2

WAITING FOR “SUPERMAN”

CHALLENGE:

Through his documentary, Waiting for “Superman”, Academy Award-winning director Davis Guggenheim sought to increase public awareness and generate a nationwide dialogue around the issue of education reform. Participant Media, the film’s producer, turned to Schrayer & Associates to develop a social action campaign that would raise public awareness around education reform and maximize the film’s potential for citizen action.

APPROACH:

Weeks before the Sundance Film Festival, Schrayer & Associates began planning the campaign with a core message: “every child deserves a great education”. The campaign engaged policymakers and movie-goers alike in a nationwide conversation and through an extensive on-line presence, the campaign set the stage for activists to participate in a debate at all levels of government on meaningful education reform.

RESULTS:

  • Over 30 million people reached through the campaign’s Social Action Network
  • Landmark legislation was passed in state capitals from Tallahassee to Indianapolis
  • Private screenings held at the White House, Department of Education and in 15 state capitals with bipartisan support from officeholders
  • Over 1,500 state officials, including Governors Chris Christie (NJ), Bobby Jindal (LA), John Kasich (OH) and Arnold Schwarzenegger (CA), took part in conversations in their states