It Takes...
Rebranding a school district
creating a campaign that shares stories
The It Takes… campaign positioned Miami-Dade County Public Schools (M-DCPS) as a premier public education system by distinguishing and communicating what makes the nation's fourth largest school district unique. An integrated approach managed image and message at every level of interaction by leveraging all available resources in an effort to achieve strategic consistency, which strengthened relationships with all stakeholders and built trust in the system.
Central to the It Takes… branding message was a clear and compelling expression of what it takes to give students the world, the district's vision. The award-winning campaign featured M-DCPS students, teachers, and programs. It generated a lot of buzz and helped secure more than $22 million in grants, awards, and sponsorships.
Posters
The It Takes... posters were distributed to all schools. They featured students, teachers, programs, and parents.
pSA
The It Takes... campaign launched during Super Bowl XLI in Miami with engaging PSA .