Oregon group’s school ads spark controversy

PORTLAND – Educators are upset about a new statewide ad campaign aimed at sparking the public’s interest in school reform.

The ads, sponsored by the nonprofit, nonpartisan Chalkboard Project, feature Oregon schoolchildren wearing sandwich boards, and gazing forlornly into the cameras. On each board is a rhetorical question, based on research that the nonprofit has done about Oregonians’ attitudes toward schools.

One reads, for example, “Where were my parents on parent-teacher night?”, reflecting concerns that parents are not involved enough in their children’s schools. Another sandwich board asks, “Am I learning? Or am I learning to take tests?”

The ads, which are running on television stations and will appear in newspapers, all have the same tagline: “What do you think, Oregon?”

The idea, Chalkboard Project organizers say, is to get Oregonians thinking and talking about what needs to be done to better the state’s public schools.

But the ads have drawn protests from teachers and principals, who think questions like, “Why is my teacher looking for a new career?” and “Why does my teacher only have time for the problem kids?” demonize educators.

“The ads reinforce negative stereotypes and statements about Oregon’s schools, and I am concerned that their negativity will drive people away from becoming involved,” said Susan Castillo, Oregon’s superintendent of public instruction. “The issues raised by the Chalkboard Project are real – large class sizes, shortened school years, lack of funding – but these are issues that we can better address by bringing people together.”

Chalkboard officials “expected discomfort but we didn’t expect outrage,” said Sue Hildick, director of the nonprofit.