Waiting for "Superman"

Challenge: Through his documentary, “Waiting for ‘Superman,’” Academy Award-winning director Davis Guggenheim was determined to increase public awareness and generate a nationwide dialogue around the issue of education reform. Participant Media, the film’s producer, turned to Schrayer & Associates to develop a social action campaign that would maximize the film’s potential for action.

Approach: Schrayer & Associates began planning the campaign nearly a year before the film’s release, starting with a core message that every child deserves a great education. With an emphasis on celebrating great teachers, ensuring world class standards and encouraging innovation, the campaign engaged policymakers and movie-goers alike. Using an extensive on-line presence, the campaign set the stage for activists to engage in a public policy debate at all levels of government on meaningful education reform.

Results:Thousands of people took action through the film’s on-line presence, while over 1,500 state officials (governors, legislators, education commissioners) and reform activists participated in substantive conversations around reform efforts in their respective states. Landmark legislation was passed in state capitals from Tallahassee to Indianapolis, with lawmakers and governors crediting the film with raising public awareness and helping to move the reform agenda forward.

Here are summaries of just a few of our winning strategies:
• CARE USA
• Food Inc.

• Human Rights Campaign
• National Association of Children’s Hospitals
• National Association of Public Hospitals

• U.S. Global Leadership Coalition