Second Phase of Art. Ask for More. Second Phase of Art. Ask for More. - - PowerPoint PPT Presentation

Second Phase of Art. Ask for More. PSA Campaign -- New Ads Second Phase of Art. Ask for More. PSA Campaign -- New Ads

• New localizable campaign PSA print ads will be released this summer.
• Release of new ads will be accompanied by an enhanced arts education

website to arm parents with more specific tools on how to advocate for more arts education for children in schools and in their communities.

• A newly featured list of “10 Simple Things Parents Can Do to Increase

a Child’s Arts Education” will be provided through this second phase of the campaign.

• New TV and radio ads will be produced and released in 2007.
• In order to maintain the campaign’s momentum, we’ve arranged for ads

from the first phase to continue running until the new ads are released.

Creative Execution and Production

• f New Print Ads

Creative Execution and Production

• f New Print Ads
• To build on success of print ads from first phase, Americans for the Arts once

again partnered with the Ad Council and returned to Texas-based ad agency GSD&M for the creative production of our new print ads.

• For TV and radio ads, we wanted to infuse new creative energy while keeping

same campaign slogan. We’re working with the Ad Council to secure a new ad agency to development those new ads.

• Americans for the Arts convened a PSA Review Committee comprised of

professionals from the field including: parents, marketing & public relations experts, arts education experts, and racially, ethnically and geographically diverse individuals.

• We ensured that the artists featured in each new ad represent diversity in

artistic discipline, race, gender and ethnicity.

Duke Ellington Walt Whitman Homer Virginia Wolf Celia Cruz New Print Ads Featured Artists

Second Phase of Campaign Seeks to: Second Phase of Campaign Seeks to:

Expand the message of the campaign to motivate parents to ensure that their child is getting enough arts education both in school and in their community. Bolster parents and caretakers’ ability to make a difference by providing more tools and support to effectively advocate for their child’s fair share of arts education. Because parents are so pressed for time, we want to convince them that there are at least “10 Simple Things” they can do to help increase arts education opportunities for their child.

Why Second Phase is So Important Why Second Phase is So Important

• Arts education programs are still suffering deep budget cuts in
• schools. Community arts programs are being eliminated in cities.
• We need to move the needle to further convince parents that they

can and should take action to save and increase arts education

• pportunities for their child’s sake.
• The first campaign helped parents understand that a solid arts

education will produce a more well-rounded child. Now we want to mobilize parents to ensure that their child is really getting their fair share.

Research: Topline Discoveries Research: Topline Discoveries

Parents don’t need to be convinced. They already know that arts education plays an essential role in building well-rounded individuals. However:

• 1. Arts education isn’t top of mind for parents.
• 2. Arts education is considered to be a second tier subject.
• 3. Parents are pressed for time, and are also very reluctant to

ask their children to take on more activities.

• 4. Parents don’t know how to get involved and feel that others

can advocate better on their behalf.

We Gained Momentum Since 2001: Increased Belief in Importance of Arts Education

More than half of survey respondents consider arts education

to be very important to a child’s development.

We Gained Momentum Since 2001: Increased Belief in Importance of Arts Education

More than half of survey respondents consider arts education

to be very important to a child’s development.

2% 1% 1% 1% 7% 3% 7% 13 13% 9% 54 54% 0% 10% 20% 30% 40% 50%

(10)

Very Important (9) (8) (7) (6) (5) (4) (3) (2) (1) Not Important at All

This response is significantly higher than in 2001 (54% today vs. 42% in 2001).

Research Trends: Gains Research Trends: Gains

• 93% of Americans believe that the arts are vital to providing a well-

rounded education for children. (vs. 91% in 2001)

• 54% consider the importance of arts education a 10 -- on a scale

from 1-10. (vs. 42% in 2001)

• 39% or two in five discussed arts education with other parents and/or

concerned individuals in their communities. (vs. 35% in 2001)

• A majority of parents want access to specific tools on how to get

involved in increasing their child’s arts education.

Research Trends: Challenges Research Trends: Challenges

• Two-thirds of survey participants are satisfied with the amount of

arts education currently offered in schools.

• 62% of Americans today still believe that other people or
• rganizations are better suited to take action towards increasing

arts education. (vs. 71% in 2001)

• 40% don’t know how to get involved with arts education. (vs. 34%

in 2001)

• A majority of parents feel pressed for time to advocate or directly

participate in the arts with their child.

Specific Focus Group Findings Specific Focus Group Findings

Top three discoveries:

• 1) Quantitative research findings were strongly validated by focus

group research: Parents feel extremely pressed for time; and Parents don’t know how to help or get involved.

• 2) Parents of children grades K-6 are more prone to believe that

the arts have a strong impact on their child’s education. Whereas parents of middle to high school children prefer access to other activities such as sports.

• 3) All parents are willing and open to get more involved as long as

they’re provided with quick and simple user-friendly tools.

Additional Discoveries: “Hours Per Week” Additional Discoveries: “Hours Per Week”

• After utilizing several research methods, we learned that a consensus could not

be reached. Additionally, parents really don’t want to be told how many hours to provide for their child.

• First, we posed the question to experts in the field including numerous

education associations representing various arts disciplines.

• Results were all across the board. Experts warned us not to pick a number

because inevitably, some groups will thinks it's too low while others too high.

• Additionally, we tested this theory through our public opinion poll. Again, it was

all across the board with most parents feeling overwhelmed with anything more than 3 hours per week.

• Finally, we asked our online focus groups. End result was that it's different in

every community. Most parents don't want to be dictated a number.

Research: Conclusion Research: Conclusion

Overall, there is improvement from 4 years ago from parents recognizing the importance of arts education for their child’s

• verall development. (12% increase)

However, this recognition needs to be translated into active & easy steps such as spending time experiencing the arts with their child, contacting an elected official, or otherwise organizing the arts in their community. Parents are unsure about how to get involved and don’t believe they can make a difference. Also feel extremely pressed for time in order to take personal action and need quick and simple tools.

10 Simple Things You Can Do To Help Increase Arts Education for Your Child (Draft) 10 Simple Things You Can Do To Help Increase Arts Education for Your Child (Draft)

• 1. Enjoy the Arts Together. Sing, read a book or draw with your child.
• 2. Provide encouragement for your child as they participate in the arts and

talk to them about their experience.

• 3. Take your child to your local library and read to them about some of the

master literary classics such as: Virginia Wolf or Walt Whitman.

• 4. Visit a local arts event with your child such as a museum, local play,

festival or an outdoor concert.

• 5. Talk to your child’s art teacher or principal to find out if your school has

a sufficient amount of resources for arts education. If not, offer to help.

10 Simple Things You Can Do To Help Increase Arts Education for Your Child (Draft) 10 Simple Things You Can Do To Help Increase Arts Education for Your Child (Draft)

6. Get to know the staff in your school district or school board and

• ffer your support.

7. Attend a PTA Meeting. Find out if your school is short on instruments, or arts supplies and offer to help fundraise or get support. 8. Find out if your employer is willing to contribute funds for arts education programs in schools in your local community. 9. Take Action. Contact your elected officials to ask them for more arts education funding from the local, state and federal levels.

• 10. Sign-up to become an activist on the Americans for the Arts

website, just a click away! Through our e-activist list you will get news updates and alerts about arts education.

4-Year Total of Donated Media Over $122.7 million 4-Year Total of Donated Media Over $122.7 million

$46.8 $40.3 $11.0 $6.0 $14.0 $3.1 $1.4

$0 $5 $10 $15 $20 $25 $30 $35 $40 $45 $50

Television Radio Newspaper Magazine Web Banners Billboards Alternate Media

(in millions)

Benefits of Being an Official Partner Benefits of Being an Official Partner

This campaign has been highly successful! Increased visibility for your organization Official Partner web button linking to the Art. Ask for More. website Joint public relations effort for promoting the campaign Campaign materials available to order – possibilities for localization Regular E-blasts New Partner Only section of the Art. Ask for More. website

How It Works How It Works

• TV

30 second 60 second

• Radio

30 second 60 second

• Billboard
• Web Banners
• Newspaper

Full Page Quarter Page Quarter Page Square Third Page Tagline Square

• Magazine

Full Page Half Page Quarter Page Tagline Square

• Stagebill

Full Page Half Page Quarter Page

Localized ads that run in your media market will provide heightened visibility for your

• rganization.

Localized ads that run in your media market will provide heightened visibility for your

• rganization.

Your organization here!

Promotional Materials Promotional Materials

1000 Vermont Avenue NW, 6th Floor Washington, DC 20005 T 202.371.2830 F 202.371.0424 www.AmericansForTheArts.org