The Client
The Michigan Education Association (MEA), a professional education organization representing over 150,000 teachers, school employees, faculty and staff with an operating budget of approximately $70 million.
The Opportunity
The Dropouts: One is Too Many coalition set out to jump start community conversations about the problems stemming from the approximately 21,000 students who drop out of school in Michigan every year. MEA wanted to bring this issue to the forefront, discuss what solutions could be found and present findings to the Legislature.
The Solution
Over the course of a year, hearings were conducted throughout Michigan and people with a stake in education—parents, teachers, students, administrators, business leaders—were invited to participate. We traveled, setup A/V equipment and recorded people’s testimonies. Working collaboratively with the Director of Communications, we edited the content and produced a 6 CD set of testimony and delivered it to the Legislators along with transcribed copies of all the hearings. Video was then edited to create shorter versions for the Web and social media. The coalition was advertised through online ads, press releases, website, social media and other print materials.
Key Results
• Brought awareness of the Dropout Crisis in Michigan to Legislators
• Successfully orchestrated press conference showing Dropout video and presentation of findings
• Personally spoke at press conference from the perspective of a parent; was further interviewed by WILX
• Learned varied A/V setups utilizing sound board, multiple microphones, press box, and video recording devices as needed; coordinated with vendors
