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"

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W h e n e v e r a n y F o r m o f EDUCATION becomes destructive of these ends, it is the Right of the People to alter or to abolish it, and to institute new EDUCATION, laying its foundation on such principles and organizing its powers in such form, as to them shall seem most likely to affect their CREATIVITY and INNOVATION…"

W h e n a l o n g t r a i n o f RESTRICTIONS and UNDER-FUNDING, pursuing invariably the same Object evinces a design to reduce them TO NO CHILD LEFT BEHIND, it is their right, it is their d u t y , t o t h r o w o f f s u c h EDUCATIONAL OPERATING SYSTEMS, and to provide new Guards for their future security."

…as Free and Independent THINKERS, WE have full Power to CHANGE THE SYSTEM FROM WITHIN – NOT BY SOME DISCONNECTED BUREACRACY, TO INFUSE CREATIVITY INTO EVERY ASPECT OF EDUCATION, establish AN O P E N - S O U R C E M O D E L T O CONTINUOUSLY EVOLVE, and to do all other Acts and Things which AMERICANS may of right do. "

WHATʼS THE PROBLEM??!

EDUCATION IS BROKEN.!

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. "

SOCIETY AT LARGE!

THE EDUCATIONAL INSTITUTION was built by bureaucracy 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Outdated | Overloaded | Plagued with issues"These issues are WIDESPREAD, ENDEMIC to the system, EVIDENT across disciplines, education levels"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…!

 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  Educa.on  and  High  School  Health  

 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  

 Some.mes  I  disagree  with  the  way  the  "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  wish  teachers  could  have  an  open  forum  of  communica.on.  –  Dawnielle,  K-­‐8  Special  Educa.on  

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  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  

THERE IS HOPE – TEACHERS ARE CREATIVE, AND WANT TO INFUSE CREATIVITY 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!

Cause REVELATION – make people see problem and care about it""Create platform to HARNESS ADVOCATESʼ ENERGY!"Continuously INSPIRE “whatʼs possible thinking”"

WHY A REVOLUTION?!

SO WHATʼS THE IDEA?COMPETITION?!

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 creative problem solving to seep into the American consciousness, and national television is still a big awareness driver.""Take, for instance, how the Biggest Loser put a spotlight on American obesity. While documentaries are great, they donʼt get the national attention of reality hits."""

Plus, with a reality competition about everything from singing to fishing, it seems education should have its turn. After all, everyone has an opinion about education, and it affects everyone, whether they currently realize it or not. ""So letʼs show the public what 21st century learning looks like and get people talking about education 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    

•  Not  televised/recorded  •  Any  type  of  school  that  has  

5th-­‐7th  graders  can  apply  •  Applica.ons  will  be  culled  

down  to  a  list  of  semi-­‐finalists  by  region  

•  Care  will  be  taken  to  select  a  diverse  group  of  schools  across  socioeconomic  status  and  type  of  school    

Semi-­‐final  Phase    

•  3  semifinalist  schools  per  region  (Northeast,  Southeast,  Midwest,  Southwest,  Northwest)  will  par.cipate  in  the  first  set  of  episodes  

•  During  these  episodes,  we  will  visit  their  school  and  let  them  plead  their  case  for  why  they  should  par.cipate  

•  Viewers  cast  their  vote  online  for  the  favorite  school  in  each  region  

•  Applicants  are  mo.vated  to  spread  the  word  about  the  show  in  order  to  garner  votes,  thus  increasing  awareness  

Compe$$on  Phase    •  There  will  be  5  finalist  schools  ;  

each  will  send  one  teacher  and  5  students  to  compete  as  a  class  

•  Filming  takes  place  in  the  summer  at  a  summer  camp  type  loca.on  

•  Classes  will  be  compe.ng  in  weekly  challenges,  all  the  while  working  to  design,  plan  and  build  a  new  school  

•  Winning  class  receives  college  scholarship  

The show requires a dynamic host (or co-hosts) that can inspire viewers to care more about education and take action.""Our ideal would be a widely recognized public figure (celebrity or otherwise) who has a passion for education, like Michelle Obama, Natalie Portman, or Mark Zuckerberg.""Other host considerations include Oprah, Morgan Freeman, Mario Lopez, Tom Hanks, Matt Damon, Sandra Bullock, wil.i.am, Jennifer Garner, Common. "

HOST!

PILOT EPISODE OF SEMIFINAL PHASE!

The show starts out with a national tour to the semi-finalists. In the first episode we visit the semi-finalist schools in the South East. Produced in a documentary-style, we hear the faculty and students talk about why they entered the contest and what they hope to get out of it. The teachers discuss the realities of education today and talk about where the most need is at their school. We also get a peek at how these schools are preparing for the competition. The episode is emotional, human, and real. While there will likely be a tear-jerker moment or two, the overall tone 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. "

""Nike sustainable designer"" "Innovation instructor at Stanford"" " "Harvard Business School professor "" " " "Frog Design creative director"" " " " "Clay Shirkey"" " " " " "Steven Hawking"" " " " " ""

POSSIBLE GUEST EXPERTS!

FINALE!

In this episode, America votes on the classroom that they believe has performed the best over the course of the series. Classes are brought back together to announce the winner. The school, fully built, is presented to the community, and the winners get to cut the red ribbon. All participating classes will be compensated with a donation such as a $25,000 donation (TBD depending on sponsors). Winning class will receive college scholarships."

RIGHT BRAIN REVOLUTION WILL BE AN INTEGRATED EXPERIENCE SHARED BY OUR CONTESTANTS AND AMERICA AT LARGE.!

TRANSMEDIA ECOSYSTEM!

YouTube   TwiYer  

Facebook  Hulu  

Website  

App  for  Smartphones  and  Pads  

Ambient  

Show  

Revela.on  

Provoca.on  

Connec.on/Direc.on  

Harness  Energy  Con.nuous  Inspira.on  

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!

•  Participant Bios"•  Episode Guide"•  Voting platform"

Solutions for Community!•  Tips and tricks for parents"•  Issues in your area that

could be ""helped through collaborative learning"

•  How do contact your government ""representative to affect change"

Solutions for Educators!•  Adaptable lesson plans"•  Q&A with experts"•  Share tips and tricks"

"Solutions Students!

•  Camps/Programs to help develop ""adaptive learning skills"

•  Creative approaches to common ""homework woes"

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 well as simple creative

problem solving exercises/games."

VOTE  

GAMES  

HOW WE WILL IMPLEMENT?!

As members of creative industries, we are well equipped to bring together 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 get Americaʼs attention. We will show how creative problem solving skills are essential for the success of 21st century America, motivating the public at large to care about education reform and take action.""Teachers will observe new teaching practices and find an online destination that allows them to share with other teachers. And thanks to the public pressure on policy makers, teachers will be free to implement more 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 by watching the show."

THE AMERICAN REVOLUTION WAS A BEGINNING, NOT A CONSUMMATION.

!

– President Woodrow Wilson!

Mike  Ronkoske    Energy  BBDO,  Planning  Director  

Shannon  Smiley    Energy  BBDO,  Senior  Planner  

Eileen    Tjan    Proximity  Chicago,  Junior  Art  Director  

Katherine    Ablan  Proximity  Chicago,  Junior  Digital  Strategist  

Joe  Gray  Energy  BBDO,  VP  Global  Planning  Director