Join New York’s Brightest
Cultural Insight: In the battle to hire the best public school teachers, New York City was losing ground to wealthier school systems in Westchester and Nassau counties.
Brand Asset: New York City could leverage its prestige by elevating NYC teachers to the same heroic status as the NYC police and firemen.
Growth Strategy: Mayor Bloomberg himself introduced our campaign idea in a press conference: Join New York’s Brightest: Teach NYC. We convinced a proud graduate of NYC public schools, Hollywood director Joel Schumacher, to donate his time and talent to telling the story of the City’s heroes. Result? With the Ad Council on board and a powerful new web site, we helped break all records for qualified applications to the New York City public school system.
