The solution:
Im-aj not only had to convince the public that the high schools could be better, we had to change the attitudes and expectations of everyone involved – the teachers, the parents and the students themselves. The first step was the creation of a targeted, meaningful name and graphic identity – READY: Raising Expectations And Discovering our Youth. Next we got the students involved through a well-publicized design competition and special event that, for the first time, gave the students a “voice” in their education. We then set out to educate the teachers and parents about youth and what they needed to truly succeed and the merits of READY in ensuring their success. This education took place at home coffee socials; in organized ‘study circles' comprised of a diverse group of teachers, students and concerned community members; in compelling advertising campaigns; and through editorials, op/eds and television news stories.