CHARLOTTE – Charlotte-Mecklenburg Schools has launched a new paid media campaign to inform county residents about efforts to revamp the school district.

The campaign, titled “Educating Change,” began Monday, July 18, and will use cable TV, public radio and Internet advertising, as well as printed and digital collateral materials, to educate the public about district efforts to accelerate academic gains, close achievement gaps and increase the graduation rate.

A committee of local public education supporters, including parents, business owners, clergy and civic leaders, is overseeing the campaign. The Charlotte Chamber is providing management and logistical support, while the Bill and Melinda Gates Foundation is providing funding.

In a news release, school officials say the district has focused reform efforts on recruiting, developing and retaining highly qualified teachers. Other initiatives include:
• Providing additional resources to low-achieving schools.
• Increasing flexibility with the academic calendar.
• Using technology and other innovations to better meet the varied, evolving needs of students and teachers.

The “Educating Change” campaign will continue into the fall.

Find more information at the campaign website, www.educatingchangenow.org. To view the launch announcement and the campaign’s television spots, go to www.youtube.com/educatingchangecms.