Highlights the demographics related to education levels in San Antonio and the need to collaborate on how local organizations must raise the levels of education before 2040. Presented by Ernest Bromley on March 10, 2009

1. A Response to the New Texas Challenge : Instill Education Attainment as a Value Into All Texans DRAFT

2. The Problem: The Crash of 2040

3. Demographic Shift 2000 to 2040

4. Percent of Texas Population by Race/Ethnicity in 2000 and Projections to 2040 (0.5 Scenario)

5. Percent of Population for AACOG in 2000 and Projections to 2040 (Scenario 0.5) Percent

6. Percent of Texas Population by Age Group and Ethnicity, 2000 Percent

7. Percent of Texas Population by Age Group and Ethnicity, 2040 Percent Projections are shown for the 1.0 scenario

9. Socio-Economic Shift 2000 to 2040

10. Average Annual Household Income in Texas and the United States by Educational Attainment of Householder in 2000*

11. Percent of Persons 25 Years of Age or Older by Level of Educational Attainment and Race/Ethnicity in 2000 and Projected to 2040* Assuming 1990-2000 Trends in Educational Attainment Rates

12. Projections are shown for the 1.0 scenario and assume 1990-2000 Trends in Educational Attainment Rates

13. Projections are shown for the 1.0 scenario and assume 1990-2000 Trends in Educational Attainment Rates

15. The Crash of 2040

16. Number of Families in Poverty by Race/Ethnicity in 2000 and Projected to 2040 Assumes 1990-2000 rates of net migration (1.0 scenario) # of families

17. TANF FOOD STAMPS MEDICAID

18. Percent of the Texas Prison Population by Race/Ethnicity in 2000 and Projections to 2040 Percent of Prison Population

20. Alternative Educational Attainment Assumptions

21. Alternative Educational Attainment Assumptions

22. *Assuming 2000 Rates, 1990-2000 Rates of Closures between Anglo and Hispanic/African American Household Income and Anglo Income Rates for all Race/Ethnicity Groups (scenario 1.0)

25. OR

26. The Texas economy will crash in 2040 or sooner!

28. Why do low-income Hispanics have low education attainment rates?

33. What is the quickest and most cost efficient way to educate Hispanic adults about the value of education for their children and future generations?

34. Answer: The Media

35. The Power of a Public Awareness Campaign A case study

36. Our Process at Work Multicultural Case Study unselling the “sell”

39. Finding the Insight control freedom Collages from Friendship Circle research Teen Room

40. Brand Opportunity Rebel Take Risks Fit In/Be Liked Independent Express Individuality Feel Respected Tobacco satisfies all of the need states Tobacco = Tool of Control But if we took away tobacco, we knew we had to replace it with something else that provided control They don’t believe they are affected by tobacco advertising = new tool of control It’s about recognizing and leveraging – NOT manipulating – common youth need states

41. The Big Idea Challenge the establishment directly on their turf GENERAL MARKET BIG IDEA

42. The Big Idea Challenge the establishment directly on their turf GENERAL MARKET BIG IDEA MULTICULTURAL INSIGHT Challenge the industry, but on our turf or in our way Being empowered to demand and reveal the truth and reclaim what is rightfully ours MULTICULTURAL BIG IDEA HISPANIC TARGETED CREATIVE EXPRESSION URBAN TARGETED CREATIVE EXPRESSION

43. Connecting with Consumers Print TV The Experience Radio Custom Branded PR INTERACTivist ™

44. creative: taking the brand to the barrio Youth Voice Calle

46. graffiti art contests street fairs mobile truth tour peer-to-peer marketing postcards/reply-card truth gear creative: taking the brand to the Street

49. Launch a San Antonio education public awareness campaign.

50. How?

55. Potential Message Categories Education Involves Lifelong Learning Birth parenting education Early Childhood kindergarten readiness K-12 reading clubs tutors mentors After-school Programs sports, theater, cultural, etc. Out-of- School Youth workforce prep alternative sentences service learning Adults citizenship wealth development healthy living Seniors service learning reading clubs brain acuity activities

69. Conclusion: The San Antonio Education Public Awareness Campaign alone is not the magical solution to improving education attainment levels. It is a MUST HAVE to enable/motivate parents, schools and Community-Based Organizations fulfill their missions at a faster rate.