A soaring campaign for public education

File this under “I wish I’d done that.”

The Education Achievement Authority (EAA) is a new state-funded school system that serves Michigan’s lowest-performing schools. It aims to help struggling students come up to par with their peers and get ready for college or a successful career after high school.

Working with experienced street artists, agency Lowe Campbell Ewald has crafted a brilliant campaign called “I Can Soar.” At the heart of the integrated print, TV, and radio program are compelling images of kids empowered with wings spray-painted onto a white wall.
Clear, simple copy asks, “How can you expect children to soar without wings?” and then goes on to promise, “Our unique, student-focused curriculum has resulted in many of our children learning at twice the rate of students at other schools.”

The objective of the campaign is twofold: instill enough pride to retain current students and inform and attract others who may not yet know about EAA’s unique approach to learning.

I learned of this inspiring work at the Osocio blog, which posts “the best of non-profit advertising and marketing for social causes.” They’ve also posted all of the print, more TV, and a behind-the-scenes video. Check it out.


Leave a Comment