The Objective

Build community will to improve public education.

Shift is an awareness campaign emphasizing the importance of strong school systems in Chattanooga and beyond. It begins with a series of public ads containing local education data, a promotional website, and tools to foster a deeper level of civic engagement in the sociopolitical issues surrounding public education. The mission of Shift is to drive continuous improvement of public schools with the support of local citizens.

Shift is a direct response to the 2009 Stand survey, which indicated that public education was one of Chattanooga’s biggest opportunities for growth. After conducting interviews with both educators and public officials about the roots of community concern toward the local education system, there was one explanation echoed by all: we as a community are focusing on negative results too often; we are not adequately recognizing, celebrating, and replicating our students’ and teachers’ successes.

The Challenge

That success be our expectation for every student in Hamilton County.

Public education is an endeavor worthy of support, high-expectations, and active community involvement. Public opinion polls show overwhelming support for education, but an actual disengagement with the system at-large. To reverse this trend, citizens need to be inspired and challenged with unbiased information presented in real, tangible ways in order to support our teachers, students, and schools.

The Vision

That people recognize and replicate the excellence occurring within the public education system in Chattanooga.

How do we focus on the positive when so much is wrong?

When we focus on developing successful students, talented teachers and strong principals it can spark meaningful, systemic change in our public education system.

Our community must be accountable for replicating educational success.

Stories of success and innovation from the field can feed our collective desire to address more challenges and solve more problems.

We should settle for nothing less.

Shift serves as a reminder that high expectations and support of success results in real, game-changing outcomes.