With the new school year underway, the UFT launched on Oct. 10 a television ad campaign celebrating teachers and the accomplishments of the New York City public school system.

The spot, “Making a Difference,” features New York City public school students and teachers. It highlights rising graduation rates, test scores and the number of students taking Advanced Placement courses, among other gains.

The broadcast and cable campaign is expected to cost more than $1 million and will run from Oct. 10–20. The ads will appear on Morning Joe, Good Morning America, Rachel Maddow, the Late Show with Stephen Colbert, Black-ish, Scandal, The Voice, and the upcoming Patriots vs. Jets football game, as well as other widely watched programs.

The spot was produced by Shorr Johnson Magnus Strategic Media.