Energy BBDO / Proximity Chicago No Right Brain Left Behind Winning Idea
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. "
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THE EDUCATIONAL INSTITUTION was built bybureaucracy far-removed from the class room""Outdated | Overloaded | Plagued with issues""These issues are WIDESPREAD, ENDEMIC to the system,"EVIDENT across disciplines, education levels"" " " """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.
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 ! 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