Clairvoyant Ad Predicts Oregon Kids’ Future

PORTLAND, Ore.—Effort from the Chalkboard Project salutes teachers for contributions that will come to fruition years from now.

?None of us could’ve become the people we are without the love and support of the teachers in our past.

?The Chalkboard Project’s Distinguished Educators Council hopes to capitalize on that truth with a new ad campaign designed to highlight the gap between Oregon kids as they are today, and the people they have the potential to become.

?The Distinguished Educators Council (DEC), a team of 13 award-winning teachers from across Oregon, hopes to bring attention — both from state legislators and the public — to their report on how to improve student and teacher achievement. After months of work, the group released a slate of recommendation to make Oregon a great place to teach and learn, including extending teacher training, providing new teachers with mentors and expanding teacher-to-teacher collaboration, among others.

?They partnered with Portland ad agency Leopold Ketel to create this campaign, titled “2043.” They hope it will draw attention to the group and its recommendations by asking the viewer to consider how decisions that Oregonians make about our school system today shape the future.

?Leopold Ketel has extensive experience working with non-profits, including the Oregon Humane Society, Oregon Public Broadcasting and the Oregon Coast Aquarium, among others.

?Shot on a Saturday in the agency’s Old Town headquarters, the video stars four Oregon kids doing their best to pronounce the words that will matter in their (as well as our) future. It worked well with the DEC’s vision of an optimistic campaign and a sunny view of Oregon’s possible future. However, with Oregon K-12 schools ranked 43rd in the nation, it’s clear that the time for urgent action is now.

?The video stars first-graders Elliot Lindekugle, Silas Mitchell, Sunhawk Lonewolf and Declan Adams, all of whom attend Portland Public Schools.

 To watch the video and learn more about the DEC, please visit www.chalkboardproject.org/dec.

 The agency team includes Jerry Ketel (Creative Director), Kevin Reynolds (Senior Art Director), Kelly Williams Brown (Copywriter & Video Interviewer) and Stephanie Howe (Account Manager for Chalkboard Project).

?Leopold Ketel is a 16-year-old agency operating in the heart of Old Town Portland. The agency has built a reputation for its creative services, including advertising and product design, media planning and public relations. For more information, call (503) 295-1918 or visit www.leoketel.com.