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UFT takes ad campaign to airwaves, social media

New York Teacher
 

With public schools and the educators who work in them under growing attack, the UFT launched a TV ad to highlight the remarkable work that New York City public school teachers do and the pride that teachers take in their work.

“It’s a new day and across our city public school teachers are making a difference,” the ad begins.

The 30-second spot ran on broadcast and cable television and also appeared on social media from Oct. 6 to 17. Some 8 million TV viewers saw the ad close to 10 times, while the digital post resulted in about 1.4 million impressions.

In the spot, Kristal Aliyas, an early childhood teacher at Battery Park City School in Manhattan, is pictured waving a student into her classroom while she is busy grading papers.

“My students are the future,” Aliyas says. “When they do well, it lifts our entire city. That’s a huge responsibility, but it’s why I’m proud to be a teacher.”

Two public school parents and their children also appear in the spot. One, Owen Johnston, notes that “Mr. Chris is getting my son to love math — and that’s not easy!”

Sara Felipe, pictured with her two children, credits one of her daughter’s teachers with making an important difference for her child.

“My favorite teacher is Mrs. Hassan,” Felipe says. “She inspires my daughter to think big.”

It also features a young student in the library saying, “My teacher’s helping me read more books!”

It ends with Aliyas in front of the classroom, and an announcer saying, “Passion and promise in our public schools.”

The ad ran during news and current-event programs as well as some of the most popular shows on TV, such as “The Good Wife,” “Dancing with the Stars,” “The Daily Show with Jon Stewart” and “Saturday Night Live.”

The ad cost the union roughly $1.5 million.

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