Light Bringer Project
The Advertising & Design Academy is a partnership between the thinkLA and Light Bringer Project, a nonprofit cultural arts organization. Launched over five years ago at TBWA"Chiat"Day in Los Angeles, the program is designed to give upper-level public high school students an understanding of creative and strategic roles in the advertising world.
Since its inception, the Design Academy has been adopted by The Phelps Group and Grey Worldwide, with the hope of serving 100 students during the 2004-05 academic year.
Once a month, fifteen to twenty local students are transported to a partnering agency to hear two-hour presentations that industry professionals provide to the students, focusing on an inside look at the principles and techniques of advertising.
In addition, students are charged in developing their own public service projects for their classroom. The program culminates in a “graduation,” held at the partner agency, that gives students a chance to present their final project back to agency personnel that helped them find their true potential.
Students that participate in the Advertising & Design Academy learn the importance of team-building strategies, the organization of creative thoughts and are then made aware that they might consider pursuing a career in advertising and related fields.
In the course of their own project work, students are building and strengthening their portfolios, helping to gain a competitive advantage in the eagerly awaited and sometimes feared college-application process.
Students also gain a first-hand understanding of the demands and expectations of the 21st century workplace. Most importantly, they have a unique opportunity to discover their own values and interests. In the end, they leave the Academy experience with increased confidence, sharper communication skills and more options in pursuit of their higher learning.
Advertising & Design Academy students are reflective of the multicultural and economic composition of greater Los Angeles public school populations. We are currently in the process of linking the Academy to the M.A.T. (Multicultural Advertising Training) Program as a feeder. As an industry exposure program, the Academy system can then provide a pathway to M.A.T. In turn, M.A.T. interns can provide a valuable role as guides and mentors to Academy students.
The Advertising & Design Academy is coordinated by Light Bringer Project, which has proven experience is community-based partnerships. Consequently, the agency’s role is limited and easy to manage; the agency is mainly responsible for the 2-hour monthly presentations and hospitality during the course of the program. Each agency assigns a point person to support this activity. Light Bringer Project coordinates school visits and all other communication needs between the school and the school district.
To learn more or for additional information, please contact:
Tom Coston at Light Bringer Project
(626) 440-7379
lbp@earthlink.net
