The "School Choice is Your Choice" campaign was my first project as a creative director. For this campaign we wanted to appeal to the Newark, NJ urban community to gain support for an Urban Tax Credit Scholarship bill (Opportunity Scholarship Act). We launched the campaign with celebrity PSA's from Fantasia Barino and Terrence J, and the political support from big school choice advocates like Mayor Cory Booker and Chris Christie. The PSA's alone managed to create a viral grassroots phenomenon. Many fellow advocates in the education reform world view the campaign as the tipping point for the past 3 years of accomplishment in urban education reform in the state of New Jersey.
For the grand finale we organized a concert in Newark's Washington Park called "Old School for New School Choice!" At the event we had performances by Fanatsia Barino, Kurtis Blow and Eric Sermon and in between performances political Activists including Mayor Cory Booker and Bishop Reginald Jackson spoke to the community about the importance of a quality education.
To this date the Bill has been entered into Governor Chris Christie's Budget and should be signed into law by June 2013.