sa ed awareness council 031009

A Response to the New Texas Challenge: Instill Education

Attainment as a Value Into All Texans

DRAFT

The Problem:

The Crash of 2040

Demographic Shift

2000 to 2040

Percent

0

20

40

60

80

100

2000 2010 2020 2030 2040

Year

Anglo Black Hispanic Other

Percent of Texas Population by Race/Ethnicity in 2000 and Projections to 2040 (0.5 Scenario)

Percent of Population for AACOG in2000 and Projections to 2040

(Scenario 0.5)

0

10

20

30

40

50

60

70

80

90

100

2000 2010 2020 2030 2040

Anglo

Black

Hispanic

Other

Percent

39.541.6

45.0 45.043.1 44.4

47.8

53.0

57.260.2

63.566.4 67.1

72.6

44.041.3

38.0 38.440.5

38.6

35.3

30.5

26.724.2

22.420.6 20.3

16.7

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

< 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+

Age Group

Anglo Hispanic

Percent of Texas Population byAge Group and Ethnicity, 2000

Percent

17.719.3 19.9 20.3 19.8 19.3 19.4 20.5 20.6 21.9

25.3 26.5 27.2

39.8

69.967.8 66.5 65.5 66.0 66.8 66.4

64.362.6

60.6

56.7 55.252.3

37.4

0.0

10.0

20.0

30.0

40.0

50.0

60.0

70.0

80.0

< 5 5-9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+

Age Group

Anglo Hispanic

Percent of Texas Population byAge Group and Ethnicity, 2040

Percent

Projections are shown for the 1.0 scenario

Demographic Shift 2000 to 2040

• The Hispanic population will be the largest ethnic group in Texas within 10 years and growing to be the largest ethnic group by significant margins.

• The Anglo population is shrinking over the next 30 years commensurate to the Hispanic population growth rate.

• The African American population growth will remain flat over the same time period.

• The Anglo population is aging with insufficient numbers having large numbers of children while the Hispanic population is younger and have large families.

Socio-Economic Shift

2000 to 2040

Average Annual Household Income in Texas and the United Statesby Educational Attainment of Householder in 2000*

*From Census 2000 Public Use Microdata Sample (1% File)

$30,412

$42,271

$52,552

$80,950

$102,410

$32,473

$44,068

$54,467

$80,327

$104,294

Less ThanHigh School

High SchoolGraduate

Some College or Associate Degree

Bachelor'sDegree

Graduate/ProfessionalDegree

$0

$20,000

$40,000

$60,000

$80,000

$100,000

$120,000

Average Income

Texas United States

Percent of Persons 25 Years of Age or Older by Level of Educational Attainment and Race/Ethnicity in 2000 and Projected to 2040* Assuming 1990-2000 Trends in Educational Attainment Rates

*Projections are shown for the 1.0 scenario

12.7

25.7

31.6

30.0

24.0

29.9

30.6

15.5

50.7

22.0

18.4

8.9

21.0

16.1

20.6

42.3

2.2

16.6

33.4

47.8

4.3

25.6

40.5

29.6

32.1

25.8

24.1

18.0

13.4

7.6

11.0

68.0

< High School

High School

Some Coll/Assoc

Bachelor's +

< High School

High School

Some Coll/Assoc.

Bachelor's +

< High School

High School

Some Coll/Assoc

Bachelor's +

< High School

High School

Some Coll/Assoc

Bachelor's +

0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0

Percent

2000 2040

Black

Hispanic

Other

Anglo

Percent of Persons 25+ by level of Educational Attainment and Race/Ethnicity in 2000

12.7

3029.9

15.5

50.7

16.1

42.3

25.7

31.6

2430.6

8.9

18.4

2221

20.6

0

10

20

30

40

50

60

Less than HighSchool

High School SomeCollege/Assoc.

Bachelor's

Percent of Persons


Projections are shown for the 1.0 scenario and assume 1990-2000 Trends in Educational Attainment Rates

Percent of Persons 25+ by Level of Educational Attainment and Race/Ehtnicity

Projected in 2040

47.8

33.4

2.2

16.6

29.6

40.5

4.3

25.6

18

24.1

25.832.1

13.4

68

117.6

01020304050607080

Less thanHighSchool

High School SomeCollege/Assoc.

Bachelor's

Percent of Persons


Projections are shown for the 1.0 scenario and assume 1990-2000 Trends in Educational Attainment Rates

Socio-Economic Shift2000 to 2040

• Clearly education attainment of a householder is directly related to a household’s income ($30,412 – less than High School vs. $102,410 – Graduate/Professional degree).

• By 2040 almost 8 of every 10 Anglo’s will have some college or more while 4 of 10 Hispanics will have some college or more.

The Crash of 2040

Number of Families in Poverty by Race/Ethnicity in 2000 and Projected to 2040


155,

348

178,

858

124,

988

16,6

94

1,72

5,14

8

316,

590

109,

693

208,

886

-200,000400,000600,000800,000

1,000,0001,200,0001,400,0001,600,0001,800,000

20002040

Assumes 1990-2000 rates of net migration (1.0 scenario)

# of families

Percent of TANF, Food Stamps, Medicaid Enrollment in Texas by Race/Ethnicity

in 2000 and Projected to 204016

.4

5.9

18.3

6.3

26.9

12.5

28.5

14

19.9

9.1

22.7

12.8

54.3

78.6

60.6

79.2

49.1

69.6

0.8

1.5

1.2 5.

5

1.3 5.

1

0

20

40

60

80

100

2000 2040 2000 2040 2000 2040

Anglo Black Hispanic OtherTANF FOOD STAMPS MEDICAID

Percent of the Texas Prison Population by Race/Ethnicity in

2000 and Projections to 2040 30

.9

26.3

22.7

20

17.8

43.5

43 42.1

40

37.2

25.2

30.3

34.8

39.5

44.5

0.4

0.4

0.4

0.5

0.5

05

101520253035404550

2000 2010 2020 2030 2040

Anglo Black Hispanics Other

Percent of Prison Population

Alternative Educational Attainment Assumptions

• 2000 Attainment differentials – This assumes that the same socio-economic ratios among Anglos and Hispanics in 2000 remains constant to 2040. In other words, we do nothing!

• 1990-2000 Trends in differentials – This assumes that the modes improvements that occurred during the last decade remains constant to 2040. We continue doing what we are doing now.

• Anglo Trends apply to all groups – This assumes that all ethnic groups achieve parity with Anglo education attainment ratios by 2040.

The following three charts exhibit three scenarios that highlight three possible outcomes resulting from the socio-economic shift occurring in Texas over the next 32 years.

84

4

3,0

80

84

4

2,2

67

84

4

1,1

47

0

500

1000

1500

2000

2500

3000

3500

# of persons in thousands

2000 AttainmentDifferntials

1990-2000 Trendsin Diffentials

Anglo Trends Applyto all Groups

Participants 25+ Years in All Human Services Programs in 2000 and Projections for 2040

2000 Base 2040 (1.0 scenario)


126,

515

341,

068

126,

515

227,

969

126,

515

134,

539

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

number of persons

2000 AttainmentDifferentials

1990-2000 Trends inDifferentials

Anglo Trends Apply toall Groups

Persons 25+ Years of Age in Prison in 2000 and Projections for 2040

2000 Base 2040 (scenario 1.0)


State Tax Revenues in 2000 Dollars Projected for 2040*

$89,667,827,701

$74,812,045,501

$68,026,247,958

$29,510,942,468

$0

$10,000,000,000

$20,000,000,000

$30,000,000,000

$40,000,000,000

$50,000,000,000

$60,000,000,000

$70,000,000,000

$80,000,000,000

$90,000,000,000

$100,000,000,000

2000 Agregate HouseholdIncome

2040 Assuming 2000 IncomeDifferentials

Assuming 1990-2000 TrendsRemain Constant

Assuming All Ethinic GroupsAhieve Parity with Anglo

lncomes

tax revenues

*Assuming 2000 Rates, 1990-2000 Rates of Closures between Anglo and Hispanic/African American Household Income and Anglo Income Rates for all Race/Ethnicity Groups (scenario 1.0)

Implications

• If the 2000 education attainment rates and the population growth rates remain the same to 2040, we can expect a dramatic increase in demand for various human service entitlement programs such as:

1. TANF

2. Food Stamps

3. Medicaid

4. Juvenile Delinquent Centers

5. Prison

Implications (continued)

• Texas average household income will decline dramatically by 2040 if the 2000 education attainment rates and population growth rates remain the same.– The state will be faced with escalating Human

Services expenses at a time when it will not have the tax revenues to pay for it.

The Texas economy will crash in 2040 or sooner!

We must find a way to help the Hispanic community increase

its educational attainment levels in a dramatic way over the next ten to fifteen years!

Why do low-income Hispanics have low education attainment

rates?

Reasons that Contribute to low income Hispanic’s Poor Education Attainment Rates

• Hispanic children are encouraged to enter the workforce by their families at an early age

• Hispanic girls have high teen pregnancy rates which puts them into the workforce too early

• Hispanic youth have a high incidence of arrests and/or law enforcement-related problems which include gangs and substance abuse.

Key Insight

Overall, low-income families do not place a high value on educational attainment in their family/cultural values!

Solution

Instill education attainment into Hispanic family values for the long-term investment into their families’ future well-being!

“Tell me, and I will forget; Show me, and I may remember;

Involve me, and I will understand.”

Confucius, circa 450 BC

What is the quickest and most cost efficient way to educate

Hispanic adults about the value of education for their children and

future generations?

Answer:

The Media

The Power of a Public Awareness Campaign

A case study

Our Process at Work Multicultural Case Study

The RealitiesThe Situation – Over 80% of all new smokers begin under 18 – Smoking trended upwards throughout the 90’s– Tobacco industry spends $5 billion a year vs. our $200 million

(total mkt.)– Teens don’t believe they are affected by tobacco ads or marketing

The Goal – Reduce uptake of tobacco among teens by 20%

The Marketing Challenge

– Create an anti-tobacco campaign that young people will relate to and embrace on their own terms

– To brand truth as a badge of honor, proudly worn by the independent-thinking youth

– Make noise beyond paid dollars

The AllianceOne marketing organization featuring

Best in Class agencies:

• General Market- Arnold Worldwide & Crispin,Porter+Bogusky• AA- Burrell Communications• Latino- Bromley Communications• Asian- Imada Wong• Non-traditional- GTM

control

freedom

Co

llag

es

fro

mF

rien

ds

hip

Cir

cle

re

sea

rch

Finding the Insight

Teen Room

RebelTake Risks

Fit In/Be LikedIndependent

Express IndividualityFeel Respected

Brand Opportunity

Tobacco satisfies all of the need states

Tobacco = Tool of Control

But if we took away tobacco, we knew we had to replace it with something else that

provided control

They don’t believe they are affected by tobacco

advertising

= new tool of control

It’s about recognizing and leveraging – NOT manipulating –

common youth need states

Challenge the establishment

directly on their turf

GENERAL MARKET BIG IDEA

The Big Idea

Challenge the establishment

directly on their turf

GENERAL MARKET BIG IDEA MULTICULTURAL INSIGHT

Challenge the industry, but on our turf or in our way

Being empowered to demand and reveal the truth and reclaim what is rightfully ours

MULTICULTURAL BIG IDEA

The Big Idea

HISPANIC TARGETEDCREATIVE EXPRESSION

URBAN TARGETEDCREATIVE EXPRESSION

Connecting with Consumers

Print

TV

The Experience

Radio

Custom Branded

PR

INTERACTivist™

Youth Voice

Calle

creative: taking the brand to the barrio

INTERACTivist™ power• INTERACTivists are:

– 25 team members chosen from over 2,500 truth applicants to travel on 2 national tours• Keep the brand feeling fresh and innovative• Generate highest possible peer-to-peer

impressions

graffiti art contests street fairs mobile truth

tour

peer-to-peer marketingpeer-to-peer marketing

postcards/reply-card

truth gear

creative: taking the brand to the Street

ResultsBrand Results: • truth accelerated the decline of youth smoking rates between 2000 -

2002 by 22% – resulting in roughly 300,000 fewer youth smokers in 2002 saving 100,000

lives.*• Overall youth smoking has declined by 33% **• Bodega ad awareness levels twice as high as average truth spot• Hispanic youth smoking prevalence trended down, especially among

entry-level teen groups (at 15% vs. 22% five years ago)

Tour Results:• Directly touched a combined total of 850,000 teens every summer• Touched over 30 cities (AND1) and 44 cities (VANS Warped)• Built a national database of over 100,000 teens who are brand

evangelists • Distributed over 500,000 branded premiums. • truth’s Warped tour team became FUSE TV’s highest rated show of the

summer 2007.

Source: According to the March 2005 American Journal Public Health ** According to an independent study by the American Legacy Foundation, RTI, Feb 2001; Monitoring the Future Study, Univ. of Mich., 2001.

AwardsCampaign Awards

• Silver Effie New York AMA David vs. Goliath and Non-Profit (2007) • Silver Effie New York AMA Pro-Bono & Public Service (2007) • Most Effective Long-term Campaign - Promo Magazine (2005)• Top Mobile tour of 2004 - Promo Magazine (2004)• The Grand Effie - New York AMA (2003) Overall campaign award • The Award for Achievement and Diversity - Boston AD Club

(2003)• The Gold Reggie for Cause Marketing – PMA (2002)• The Guerrilla Marketing Campaign of the Year - Brand Week

(2001)• Best Hispanic Radio Plan – Hispanicad.com (2000)

*Campaign executed in partnership with Arnold and Crispin Porter Bogusky

Launch a San Antonio education public awareness

campaign.

Establishing an

Education Awareness Council

The San Antonio Education Awareness Council Fund

• Establish a trust fund that will generate one-and-a-half million dollars in interest annually. This would require a minimum principal amount of $15,000,000.

• The interest money generated from the fund will establish an annual working media and production budget.

• The San Antonio Education Awareness Council Fund will have a fifteen-year life. In other words, it will self-liquidate during years 10 to the15th year.

• The Council will have oversight of the staff, creative board, production and media planning and placement.

Build a Collaborative Structure

San Antonio Education Awareness Council Oversight

Committee

Creative Council Operations

• Community leaders with functional and cultural diversity• Offer perspective and direction • Serve as ambassadors of messaging

• Call for entries • Creative units produced• Drive change in values• Award selected ideas

• Execute Council plans• Funding Strategy• Media Placement• Production Oversight• Benchmark Reporting

Volunteers & Contractors

Community Leaders

Creative Agencies

• Incorporate literacy and education into family/cultural values

• Educate families on long term investment of education

• Change community attitude towards education

• Create awareness around value and impact of lifelong learning

• Deliver a vision that offers hope

Goals of the San Antonio Education Awareness Council

Potential Message Categories

Education Involves Lifelong Learning

Birth

parentingeducation

EarlyChildhood

kindergartenreadiness

K-12

reading clubstutors

mentors

After-schoolPrograms

sports, theater, cultural, etc.

Out-of-School Youthworkforce prep

alternative sentencesservice learning

Adults

citizenshipwealth development

healthy living

Seniors

service learningreading clubsbrain acuity

activities

Targeting the Message

Education AwarenessCouncil

Messages:• Build the value of education for the well-being of their family•Call to action: LSA 1800#/website for prevention/intervention assistance

Literacy San Antonio

(LSA) Coalition

Call Center CBO

Database

Target Audience:

• Most families will understand the message and will, over time, change behavior; impacting children coming into education pipeline. •Families with children already in education pipeline will seek prevention services; while others will need intervention services.•The 1-800#/website will access database management team; directing them to CBO’s/schools that can best address their specific need.

Education/Youth Focused Community Based

Organization (CBO) /Schools

Creative Council

Establish a multi-disciplinary creative council consisting of professionals from:

1. Advertising agency community

2. Educators

3. Social services focused on parenting skills and high school drop-out, e.g., P-16, LSA, Bexar County Coalition of School Boards, etc.

4. Marketing professionals from major corporations

Creative Council (continued)

• The creative council will be responsible for the development of creative briefs for the development of marketing/advertising ideas.

• The creative council will issue a call for creative ideas against their approved creative briefs to the San Antonio advertising community on an annual basis.

• The creative council will be responsible for judging the creative submissions and select the best ideas to be produced and placed into the media.

• The creative council will also have a research budget for the purpose of delivering creative briefs and pre-testing creative ideas before production.

Creative Board (continued)

Operations

• Establish a two to three person administrative staff that will support the creative council, media, production, and traffic.

• Administer RFP’s for outsourcing production and post-production companies to produce the approved creative ideas.

• Manage RFP’s for outsourcing media plans and media buys to secure optimal media schedules for the best price and deliver maximum added value from the media.

• Execute all research needs for the creative council for the development of creative briefs and copy testing creative work before it is produced.

Bringing it all together to drive change…

COMMUNITY AWARENESS CAMPAIGN• Awareness Campaign of the Literacy/Education Situation in SA• Messaging to Change Attitudes about Achievement• Messaging to Influence Behavior to Get Involved and Help

COMMUNITY KNOWLEDGEBASE• Aggregated Directory of Solution Providers• Open Access to the community & providers to update & access• Operation support tools for reporting, relationship mgmt.

CLEARINGHOUSE (OPEN ACCESS CUSTOMER SERVICE)• ‘Literacy Help Desk’ Call Center (low/no-tech access)• Operation support tools for “triage” caller needs to providers• Leads tracking delivery & reporting for Providers & Literacy SA Ops

COMMUNITY INFORMATION WEBSITE • Literacy ‘Provider Directory’ with Provider Profile Tool & Admin• Literacy Community Calendar (w/ web based edit & approve tool)• Literacy Community Info (resources / articles / news / legislation)

ADVOCACY • Organized Literacy Advocacy Coalition for Perpetual & Sustainable Performance • Coalition Platform = fed, state & local / Supported by the value & impact of the solution• Advocacy Focused on:

•Literacy achievement by stage & kind•Sustainable literacy achievement for individual & community benefit

The Literacy Coalition & P-16 Initiative

LITERACY San Antonio Has a vision of 100% literacy through 100% community engagement

• It will partner with all local initiatives• It sees community improvement through a window of literacy and the K-12 system as one component of potential service delivery• It regards the family within the community as the cornerstone for change

P- 16 Initiative• Has a broad education mandate focused on K-12 • Includes such issues as increasing resources to school districts, improving content areas, school financing, and teacher quality, etc.

• Focus will be on those common areas of mutual interest for the benefit of the community:– Leaders of both groups are already partnering on

planning dialogues– P-16 leaders, with literacy improvement as a goal,

will be invited to join the appropriate planning task force(s)

– The research reports prepared for LSA will be available to P-16 members to help inform that dialogue

– Marketing and public awareness activities of LSA will be of enormous support in promoting specific potential outcomes of P-16

LSA & P-16 work will be complementary and collaborative

• Any specific reports that include literacy commissioned by P-16 will be available to LSA

• To avoid duplication of effort in the event of both groups working on an overlapping issue, regular meeting/updates will take place

• There will be excellent opportunities for coordinated fund development to support shared objective

Complementary and collaborative initiatives, cont’d

• At the completion of the LSA planning process:– A collaborative approach will maximize resources,

ensure a powerful alignment and inspire diverse stakeholders

– All participating partners will endorse selected goals of the community literacy plan

– P-16 will be invited to take on sectors of the work plan that align with P-16 goals

– LSA will take on those goals that are not part of the P-16 work or where a coordinated effort is indicated

Bringing the Planning Process Together

LITERACY San Antonio’s task is to bring leadership and coordination to this complex challenge in the community, and partnering closely with the P-16 Council, can only help create the innovative new solutions needed for change

“A City that Reads, Succeeds!”

Visions of a Literate Community Offer Hope

• Education levels increase

• Employable workforce increases

• Crime decreases

• Poverty decreases

• Drop out levels decrease

• Teen pregnancies decrease

• Hunger and homelessness decrease

• Child Abuse decreases

Conclusion:

The San Antonio Education Public Awareness Campaign alone is not the

magical solution to improving education attainment levels.

It is a MUST HAVE to enable/motivate

parents, schools and Community-Based Organizations fulfill their missions at a

faster rate.