AN ACADEMIC OUTLINE

Most kids would recoil at the idea of a school being open 15 hours a day. Fortunately, the Children’s Aid Society’s new PSA is not directed at them.
A 60-second spot from BBDO, New York, is targeted at parents and community leaders interested in turning local schools into “community schools” that stay open well past normal hours and on weekends.
These schools provide various educational and social services to children and adults.
BBDO’s spot shows children participating in the programs, such as music lessons and healthcare services.
The community-school effort began in New York’s Washington Heights section in 1987 as a partnership between the Children’s Aid Society, the city’s public schools and local school districts.
The campaign, which broke recently, includes print and can be viewed at www.adcouncil.org
in the “Current Campaigns” section.
–Kathleen Sampe