Raising Community Voices to Support its Public Schools

The Challenge

Facing negative framing and attacks on San Francisco’s Bayview neighborhood’s local public schools, a group of parents, educators and community leaders wanted to build on the strengths of their community and change the narrative about their public schools.

Approach

MDC focused on supporting local community leaders through amplifying their voices, strategic counsel and communications planning.

Results

More community and political leadership support meant a more positive narrative in media stories and electeds’ approach.  One powerful example is Diane Gray’s very popular opinion piece, Bayview Public Schools Rising.

Friends of the Bayview Public Schools and its allies highlighted Malcolm X Academy’s academic gains – and enrollment is up by 30%. A students and teachers neighborhood “Walkathon” promoting the school was covered by local press and radio.