CLIENT
Detroit Public Schools
Steve Wasko, Executive Director, Detroit Public Schools
AGENCY
Jeff Cruz, SVP, Creative Director
George Katsarelas, EVP, Executive Creative Director
Jennifer Kerasiotis, Senior Art Director
Mike Davis, Copywriter
Don Peasley, VP, Account Director
Matthew Wehrman, Account Supervisor
Jessica Harold, Senior Account Executive
Starcom MediaVest Group
Georgella Muirhead, Partner at Berg Muirhead and Associates
Berg Muirhead and Associates
Brian Alexander, Owner, Brian Alexander Productions
Brian Alexander Productions
SUMMARY
In March 2009, Detroit Public Schools (DPS) was facing bankruptcy, a $305 million deficit, a decade-plus of substantially declining enrollment, and now the public backlash of closing 29 schools. All told, DPS could lose as many as 16,750 students for the 2009/2010 school year - and millions in funding. DPS needed city families to believe great things happen at DPS. They didn't need ads, they needed a movement. They got one. Results exceeded their enrollment projections and generated $49 million in funding - necessary for financial viability.
