AFT Launches High Six-Figure Ad Buy Highlighting Benefits of Community Schools

WASHINGTON—The AFT launched a major TV advertising campaign and national tour today to highlight the crucial role of community schools as a real solution to help kids and their families thrive.

The 1.75-million-member union will air a 30-second television and companion online ad in the Boston, Chicago, New York City, San Francisco and Washington, D.C., media markets throughout the month of April to coincide with a community schools tour led by AFT President Randi Weingarten.

Community schools are neighborhood hubs with wraparound services that provide everything from mental health services to food pantries, academic tutoring to prom dresses, and healthcare to after care. Through meaningful partnerships with families and deep community engagement, they become centers of their communities.

The spots, in both English and Spanish, depict community schools in full flight, doing what they do best. They target parents and the public and are a major plank of the AFT’s multiyear, multimillion-dollar Real Solutions for Kids and Communities campaign, unveiled in July 2023. Weingarten has called for 25,000 more community schools by 2025.

“While others divide, community schools are one of the most effective strategies we have to help students and their families thrive,” Weingarten said. “Successful community schools become a vibrant hub of social services that are often in short supply elsewhere. By wrapping services around public schools, we can partner with families to create a safe, welcoming environment that celebrates students and encourages them to come to school and not only dream their dreams but achieve them.”

Community schools are also smart investments. Research shows that community schools produce an average $7 to $15 return on investment for every $1 spent.

As part of Real Solutions for Kids and Communities, Weingarten and AFT members are highlighting the promising programs and initiatives happening in America’s classrooms, showing why parents have continued to express confidence and trust in educators and public schools. 

A community schools training intensive will be held in Atlanta in May. Other areas of focus include literacy and helping our students become confident, joyful readers; experiential learning and career and technical education to transform education in ways that help students nurture their passion as they learn the skills they need for college, career and life; caring for young people’s mental health; and securing the resources educators and support staff need to help kids learn.

The TV ad can be viewed here. It was produced by GPS Impact.

Script

Voice-over: While others divide, we unite, with real solutions to help our kids.

Like community schools―neighborhood hubs that provide everything from mental health services to food pantries, academic tutoring to prom dresses, healthcare to after care.

Weingarten: Community schools can wrap so much around public schools, and through meaningful partnerships with families they become centers of their community.

Voice-over: Real Solutions for Kids and Communities at aft.org.