Commentary

National Guard's Lab Fuels Math, Science Mission

Technology fuels progress. American teens may love their mobile devices, but are less interested in the subjects that create them. Specifically, U.S. students are ranked 23rd in science and 33rd in math among member countries of the Organization for Economic Co-operation and Development.

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To spark interest in math and science, the National Guard is driving an interactive experience to public high-school parking lots across the country. It's targeting schools where students have below-average math and science scores.

The National Guard spent nearly $2 million turning a 65-foot "rapid deployment vehicle" into a sophisticated, high-tech, mobile learning center. Full of lights, sound, videos, interactive exhibits, and a 24-seat on-board theater, the Energy Lab combines the enticing elements of experiential marketing with public service in a way that will lure the most disinterested students in underserved communities.

The lab's ingenious approach turns what many students consider dense and boring subjects into entertaining and engaging experiences. "When you truly get people involved in interactive and immersive experiences, they understand the message a lot more," says Mercedita Roxas-Murray, the executive vice president of strategy and brand planning at RedPeg, an experiential marketing firm that works with Lucid Technology on the National Guard account.

The laser-like focus on math and science is a response to President Obama's Educate to Innovate initiative launched in 2009. The White House wants to make American students leaders in math and science over the next decade. The Energy Lab is part of that mission.

The lab's main purpose is to attract students interested in making the National Guard their career choice -- but one can only applaud the larger vision.  After all, a stronger commitment to math and science is in the national interest.  It keeps us globally competitive and intellectually cutting-edge.

Students entering the lab view a seven-minute video about energy. Then they explore four stations divided up into earth, water, fire and wind, where they learn about existing and renewable forms of energy           

At the earth station, students compete with each other in an interactive game to extract oil, coal, and natural gas. They stand on a Wii board at the water station to help capture wave energy. They manipulate solar panels at the fire station to harness sun rays that will power a toy car or an entire city. And they race to find the best location where wind turbines can harvest the most energy.

This is a far cry from the basic lecture/textbook approach, and skillfully takes advantage of a teen's love of technology. Interactive games don't replace books and lectures; the goal is to fire the imagination. By providing hands-on experience with technology, the lab has a good chance of encouraging students to see the value of math and science, encouraging them to go beyond the required minimums.

"We are looking at a generation of students who don't learn the way we did," says Major Pam Ellison, program manager for the National Guard's education outreach branch. "The experiential piece is how we think we are going to make an impact on this target audience."

Roxas-Murray says the lab is not designed for the "brainiac." "Not many resources exist for the people who have an interest in math and science, but taught at a level they can relate to," she says. 

The lab also sets an example by reducing its carbon footprint. The thermostat is set at a chilly 65 degrees. Four solar panels on the lab's roof power the energy stations. And the truck itself runs on biodiesel fuel.

So far, the lab has visited 11 states and nearly 5,000 students have toured the energy stations. To keep the lab on the road post-summer, Ellison is seeking support from the partnerships forged under the Educate to Innovate initiative. The White House has encouraged corporations and foundations to support projects emphasizing science, technology, engineering and math -- called the STEM subjects.

It's critical to begin such innovative projects, like the Energy Lab, in elementary school -- a perfect time to cultivate a sustained passion for math and science.  Keeping our competitive edge means preparing for the future. The government and educators should take a page from marketers -- establishing brand loyalty at a young age reaps life-long benefits. Just ask Revlon, Apple or Ford.

The race to reclaim our international standing in math and science won't come from cash-starved schools with outdated curriculums that fail to entice students. The National Guard has created a novel and savvy way to promote math and science. It's time the rest of the country got on board.

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