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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.

 
 
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Approach

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

 
 
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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.

 

 

 

Details

 Students and teachers at Malcolm X Academy, Bayview Hunters Point

Students and teachers at Malcolm X Academy, Bayview Hunters Point

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.