The Students of W.H. Adamson High

Today we officially began our annual Lateens program at a local high school here in Dallas, W.H. Adamson.  The school is 98 percent Hispanic, a Lateen haven.

We’re excited to share that this year’s program will be a bit different.  In the past we have only worked with a single class at a time.  We have upped that number to four classes.  It’s a significant increase in students, but it’s important to remember that it can often be difficult to remain current on ideas relevant to this evolving target.  With more kids, our hope is that more ideas will emerge from them.

We will go in on Thursdays and Fridays of each week.  Our goal is to teach them about the advertising process, while simultaneously covering each of the industry’s disciplines and providing detail on how they work.  Once we feel they’re adequately armed with a sufficient amount of the fundamentals, they will be then be charged with creating a brand new product and marketing it.  Each class will be assigned one of the four industries: Quick Service Restaurants, Telecom, Automotive and Fashion, and they’ll need to stay within those realms when concepting their product.  Those are the guidelines, and we’ll try not to interfere too much when they’re brainstorming their new product and its marketing plan.  We’ll make sure they stick to the advertising basics they learned, but that’s about it.  We feel that giving them a high level of freedom with this project is going make for some interesting, more “out there” ideas.  We’ll emphasize that their preferences and needs be considered when working.  The more we can learn about them and what they desire is the whole point.

We have a series of in and out-of-class assignments we’re going to assign, but an ongoing one will be that they frequently update their “Idea Journals.”  Their Idea Journals will be where they document insightful thoughts, and of course, creative ideas.  The journal will hopefully serve a number of purposes.  Not only do we want their creative juices continuously flowing, but we also think it will be a helpful way to explore the minds of those who are less vocal in class.  The ideas that go into these can range from a cool concept for an ad, to an idea for a movie plot.  Hell, they could even tell us when they find a faster way to arrive to school.  Nothing is off limits.  We’ll also encourage them to write when they find things of interest to them: new Web sites, new music, new restaurants, etc.

As the semester goes on, we’ll be sure to provide you with updates.  Wish us luck!  Please let us know if you have questions or comments.  We’d love to hear from you.

2 comments

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2 Sally { 10.13.10 at 5:31 pm }

More “out there” ideas… Love it! You’ll certainly get those from young people! Sometimes when I hear young people talk, I don’t know if they’re from outer space or the most brilliant people walking on earth. And I like that because times must change, and the young are changing them. The best of luck to you with this project. It’s a win-win endeavor, plus it sounds like it’s going to be FUN. This really reminds me of my 96 year old grandmother, obviously not in high school. But some of her ideas are so “out there” that they kind of sort of match those that teenagers have today. Life is a circle, for sure. Please keep telling us how this project is going, Emilio. Will be thinking of all of you.

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