Mad Kids: Student-Run Shop Retained To Handle School Reform Campaign

  • September 20, 2012

IAM Advertising, a student-run agency launched in May by New York's High School for Innovation in Advertising and Media (IAM), has been retained by its first paying client: the National Black Programming Consortium/

IAM has been tapped to help promote the NBPC's four-hour PBS documentary series, "DC Met: Life Inside School Reform," which is scheduled to air in Spring 2013.

The series follows the lives of the principal, teachers and students at an alternative high school in Washington, DC – DC Met – that serves an economically disadvantaged student body, who are “left behind.” 

IAM, based in the Canarsie section of Brooklyn, N.Y., will contribute branding concepts for the series and help come up with bold ideas to spark national media attention around public education and this PBS series. Publicis' Digitas has agreed to be the partner agency for IAM on this assignment.

Fees paid to IAM Advertising will be distributed to various educational funds administered by the 4A’s.




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