"What are the big ideas that guide the MMSD? How might the public, parents and students benefit from a greater understanding of these ideas?"

These were the questions posed to Superintendent Art Rainwater back in the summer of 2005 during a Media Production Department strategic planning session.

Since then the Media Production Department has been working on their goal of creating media pieces that encapsulate the district's mission and framework and heighten public awareness and understanding of the same.

The MMSD recently celebrated the launch of the "Big Ideas" public service announcement campaign.

Three public service announcements (PSA's), entitled "Learning Beyond the Classroom," "We Hire the Best" and "Our Greatest Assets" were screened at a meeting between Supt. Rainwater and representatives of local television media. The MMSD enlisted the support of broadcast and cable outlets to provide air time for the messages.

During this meeting, Art noted that many large urban school districts have realized the importance of creating public awareness through media. "With nearly 75% of our citizens having no children in our schools, it is critical that the changing needs and goals of our schools remain in the forefront of their minds."

"As the public schools go, so goes the community. The school district is a critical institution to this city. People need to know we provide our children with a high quality education," Rainwater said.

Ideas for the PSA's were borrowed from a similar campaign in Fairfax County, VA where the school district operates a vast and successful public information and media production unit.

Future PSA's are planned on the topics of fiscal efficiency, quality education and schools as community centers.

Related MMSD Links

• Big Ideas 1: Learning beyond the classroom
• Big Ideas 2: We hire the best
• Big Ideas 3: Our greatest assets