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    Energy BBDO / Proximity Chicago No Right Brain Left Behind Winning Idea Energy BBDO / Proximity Chicago No Right Brain Left Behind Winning Idea Presentation Transcript

    • WE BELIEVE!Creativity is not a class, itʼs a UNIVERSAL application"Learning is not confined to classrooms, it flourishes OUTSIDE of institutions"Creativity is the RIGHT way to teach kids how to solve the worldʼs problems""
    • Whenever any Form ofEDUCATION becomes destructiveof these ends, it is the Right of thePeople to alter or to abolish it, andto institute new EDUCATION, layingits foundation on such principlesand organizing its powers in suchform, as to them shall seem mostlikely to affect their CREATIVITYand INNOVATION…"
    • When a long train ofRESTRICTIONS and UNDER-FUNDING, pursuing invariably thesame Object evinces a design toreduce them TO NO CHILD LEFTBEHIND, it is their right, it is theird u t y, t o t h r o w o f f s u c hE D U C AT I O N A L O P E R AT I N GSYSTEMS, and to provide newGuards for their future security."
    • …as Free and Independent THINKERS,WE have full Power to CHANGE THESYSTEM FROM WITHIN – NOT BY SOMEDISCONNECTED BUREACRACY, TOINFUSE CREATIVITY INTO EVERYASPECT OF EDUCATION, establish ANOPEN-SOURCE MODEL TOCONTINUOUSLY EVOLVE, and to do allother Acts and Things which AMERICANSmay of right do. "
    • WHATʼS 
THEPROBLEM??!
    • EDUCATION IS BROKEN.!
    • SOCIETY AT LARGE! Urgent need for reform, as seen in effects of globalization and changing technology that are making America less relevant in an age of creativity and innovation." " Itʼs a problem thatʼs unnamed, multifaceted, and seemingly impossible to solve. "
    • THE EDUCATIONAL INSTITUTION was built bybureaucracy far-removed from the class room""Outdated | Overloaded | Plagued with issues""These issues are WIDESPREAD, ENDEMIC to the system,"EVIDENT across disciplines, education levels"" " " """
    • IN THE CLASSROOM!Under NO CHILD LEFT BEHIND program, teachers are forced to “teach the test” "Bogged down by disciplinary and administrative obligations, teaching is just one of many “priorities” " Teachers often isolated by disparate “one-off” digital resources"
    • WHAT WE HEARD FROM TEACHERS ON THE GROUND…!  To  be  an  effec.ve  teacher,  you  have  to  love  it.  There  are  too  many  drawbacks  /  hardships  /  problems  to  the  profession  to  wake  up  each  day  ha.ng  your  job.  –  Anna  ,  8th  grade  Foreign  Language     It’s  hard  to  be  crea.ve  when  I’m  held  .ghtly  to   data-­‐driven  decisions  of  upper-­‐management   (administra.on  and  school  board,  state  and     federal  government).  –John  ,  K-­‐6  Physical   Some.mes  I  disagree  with  the  way  the   Educa.on  and  High  School  Health   "rou.ne"  of  the  day  was  developed  and   maintained.  There  are  a  lot  of  teachable   moments  that  I  miss.  –Judy,  Kindergarten   Success  is  helping  students  become  independent   lifelong  learners  who  get  excited  about  finding  out/ figuring  out  themselves/the  world,  etc.  –Deb,  6th   grade  Math  
    • WHAT WE HEARD FROM TEACHERS ON THE GROUND…! I  would  like  to  be  more  crea.ve  at  my  job,  but   it  seems  to  be  an  impossibility  due  to  the   nature  of  the  job  itself.  –Libby,  9th  and  10th   grade  English  I  think  to  be  an  effec.ve  teacher  you  need  to  teach  in  a  way  that  reaches  all  learners  (auditory,  visual,  etc.)  Also,  it  is  important  to  understand  the  importance  of  differen.a.on.    Every  class  has  a  wide  range  of  learners  and  every  lesson  needs  to  be  modified  so  everyone  can  be  successful.  –Jenna,  3rd  grade   I  wish  teachers  could  have  an  open  forum  of   communica.on.  –  Dawnielle,  K-­‐8  Special   Educa.on  
    • THERE IS HOPE – TEACHERS ARECREATIVE, AND WANT TO INFUSECREATIVITY INTO THEIR LESSON PLANS!They  need  to  know  there  is  a  beYer  way.  They  need  the  right  support  system.  They  need  the  right  resources.  
    • TEACHERS NEED A REVOLUTION!
    • WHY A REVOLUTION?!Cause REVELATION – make people seeproblem and care about it""Create platform to HARNESSADVOCATESʼ ENERGY!"Continuously INSPIRE “whatʼs possiblethinking”"
    • 
SO 
WHATʼS 
THE IDEA?

    • NO RIGHT BRAIN LEFT BEHIND MEETS ! TOP CHEF! It will be a Reality Competition that not only engages show contestants, but the entire country by bringing lessons back to every classroom."
    • WHY 
A REALITY 
COMPETITION?!
    • In order to bring change, we need creativeproblem solving to seep into the Americanconsciousness, and national television is stilla big awareness driver.""Take, for instance, how the Biggest Loser puta spotlight on American obesity. Whiledocumentaries are great, they donʼt get thenational attention of reality hits."""
    • Plus, with a reality competition about everythingfrom singing to fishing, it seems educationshould have its turn. After all, everyone has anopinion about education, and it affectseveryone, whether they currently realize it ornot. ""So letʼs show the public what 21st centurylearning looks like and get people talking abouteducation reform."
    • "Teachers often learn new methods by observing other classrooms. "" "Weʼre just bringing this practice to a mass arena that creates a forum for real conversation while giving teachers a look at different practices that they can even try out in their classroom.""
    • SHOW OVERVIEW! Cas$ng  Call  Phase   Semi-­‐final  Phase   Compe$$on  Phase        •  Not  televised/recorded   •  3  semifinalist  schools  per   •  There  will  be  5  finalist  schools  ;  •  Any  type  of  school  that  has   region  (Northeast,  Southeast,   each  will  send  one  teacher  and   5th-­‐7th  graders  can  apply   Midwest,  Southwest,   5  students  to  compete  as  a  class  •  Applica.ons  will  be  culled   Northwest)  will  par.cipate  in   •  Filming  takes  place  in  the   down  to  a  list  of  semi-­‐finalists   the  first  set  of  episodes   summer  at  a  summer  camp  type   by  region   •  During  these  episodes,  we   loca.on  •  Care  will  be  taken  to  select  a   will  visit  their  school  and  let   •  Classes  will  be  compe.ng  in   diverse  group  of  schools   them  plead  their  case  for   weekly  challenges,  all  the  while   across  socioeconomic  status   why  they  should  par.cipate   working  to  design,  plan  and   and  type  of  school     •  Viewers  cast  their  vote  online   build  a  new  school   for  the  favorite  school  in   •  Winning  class  receives  college   each  region   scholarship   •  Applicants  are  mo.vated  to   spread  the  word  about  the   show  in  order  to  garner   votes,  thus  increasing   awareness  
    • HOST!The show requires a dynamic host(or co-hosts) that can inspire viewersto care more about education andtake action.""Our ideal would be a widelyrecognized public figure (celebrity orotherwise) who has a passion foreducation, like Michelle Obama,Natalie Portman, or MarkZuckerberg.""Other host considerations includeOprah, Morgan Freeman, MarioLopez, Tom Hanks, Matt Damon,Sandra Bullock, wil.i.am, JenniferGarner, Common. "
    • PILOT EPISODE OF SEMIFINAL PHASE!The show starts out with a national tour to the semi-finalists. Inthe first episode we visit the semi-finalist schools in the SouthEast. Produced in a documentary-style, we hear the faculty andstudents talk about why they entered the contest and what theyhope to get out of it. The teachers discuss the realities ofeducation today and talk about where the most need is at theirschool. We also get a peek at how these schools are preparingfor the competition. The episode is emotional, human, and real.While there will likely be a tear-jerker moment or two, the overalltone is hopeful."
    • TYPICAL CHALLENGE EPISODE! "Each episode will begin with confessionals from participants, both students and teachers. They will meet for the introduction of an expert in the business or academic world. This expert will present a creative approach to problem solving and propose a challenge based on this approach."" "Limits for challenge will be based on real world limits for real world teachers (e.g. budget constraints, limited time, limited materials). We will watch the classrooms during their problem solving and execution of a model/presentation to demonstrate their idea."" "All challenges relate back to the larger project (e.g. the students might be asked to create a budget for the school)."" "The teams will be evaluated by our host and our guest expert, and the class who completes the assignment the most effectively and innovatively will have their idea implemented in the model for the perfect school."" "Classrooms across America will be competing in analogous challenges which will be submitted via our website. New assignments will be presented both post-show and via our website. The deadline for submission will be the end of the show."" "Winning classrooms will have their project featured both at the beginning of each show and on our website. "
    • POSSIBLE GUEST EXPERTS! " "Nike sustainable designer" " "Innovation instructor at Stanford" " " "Harvard Business School professor " " " " "Frog Design creative director" " " " " "Clay Shirkey" " " " " " "Steven Hawking" " " " " " ""
    • FINALE!In this episode, America votes on the classroom that they believe has performedthe best over the course of the series. Classes are brought back together toannounce the winner. The school, fully built, is presented to the community, andthe winners get to cut the red ribbon. All participating classes will be compensatedwith a donation such as a $25,000 donation (TBD depending on sponsors).Winning class will receive college scholarships."
    • RIGHT BRAIN REVOLUTIONWILL BE AN INTEGRATEDEXPERIENCE SHARED BY OURCONTESTANTS AND AMERICAAT LARGE.!
    • TRANSMEDIA ECOSYSTEM! Provoca.on   Ambient   Revela.on   Show   Connec.on/Direc.on   Website   Con.nuous  Inspira.on   Harness  Energy   Hulu   Facebook   App  for   Smartphones   YouTube   TwiYer   and  Pads  
    • AMBIENT! "To generate buzz, we will implement ambient advertising in major metro areas around alarming education-related statistics."" "We will direct to home page which will, before show launch, house a call to action to become part of the Right Brain Revolution.""
    • THE SHOW! Illuminate" "Casting and confessionals will help make mainstream America aware of issues in education." " Entertain" "We will cast children in 5th-7th grade. They should be old enough to grasp the complexity of the challenges and young enough to be quirky and willing to think outside of the box. Not to mention, there will be much drama as teams compete, innovate and push themselves to complete the challenges. Exclusive confessionals will be hosted on YouTube." " Inspire" "Educators and students alike will be inspired by the techniques used by our competing educators and the inventiveness displayed by our competing students. Tools from the show will be available online." " Interact" "Classrooms across the country will be participating by completing analogous challenges. Also, Americans will choose both the Right Brain Revolution Finalist and the winners of Right Brain Revolution. "
    • THE WEBSITE !
    • THE WEBSITE ! Content around show! Solutions for Educators! •  Participant Bios" •  Adaptable lesson plans" •  Episode Guide" •  Q&A with experts" •  Voting platform" •  Share tips and tricks" " Solutions for Community! Solutions Students! •  Tips and tricks for parents" •  Camps/Programs to help develop " •  Issues in your area that could be " "adaptive learning skills" •  Creative approaches to "helped through common " collaborative learning" "homework woes" •  How do contact your government " "representative to affect change"
    • Competing educators will have twitter feeds through which they will interact with the public."
    • Our page will be a forum for discussion, a place to download our app, and a place to vote for your favorite classroom.""
    • Our feed will feature behind the scenes footage generated by kids competing on the show.""
    • " We will post episodes with ability to share."
    • Our applications for Smartphone and Pads will house voting capabilities as VOTE   well as simple creativeGAMES   problem solving exercises/ games."
    • HOW WE WILL IMPLEMENT?!As members of creative industries, we are well equipped to bringtogether the right people to make this happen."" We can pitch the show to networks." " We can reach out to our clients for sponsorships." " We can find media partners to sell advertising. " " We can identify educators/experts to help create the show content." " We can create promotional materials and digital properties. Itʼs what we do every day."
    • WHY IT WILL WORK!Through this mass TV show and integrated program we will getAmericaʼs attention. We will show how creative problem solving skills areessential for the success of 21st century America, motivating the public atlarge to care about education reform and take action.""Teachers will observe new teaching practices and find an onlinedestination that allows them to share with other teachers. And thanks tothe public pressure on policy makers, teachers will be free to implementmore creative problem solving practices in the classroom.""Students will think about their education from a different perspective. ""Even viewers no longer in school will learn valuable skills just bywatching the show."
    • THE AMERICAN REVOLUTION WAS ABEGINNING, NOT A CONSUMMATION.
 ! – President Woodrow Wilson!
    • Katherine     Mike  Ablan   Ronkoske    Proximity  Chicago,   Energy  BBDO,  Junior  Digital  Strategist   Planning  Director  Shannon   Joe   Eileen    Smiley     Gray   Tjan    Energy  BBDO,   Energy  BBDO,   Proximity  Chicago,  Senior  Planner   VP  Global  Planning  Director   Junior  Art  Director