Whatever you think about Waiting for 'Superman' -- whether you saw the documentary or read some of the buzz -- you can't deny that it's absolutely thought-provoking.
When first approached to make the film, Director Davis Guggenheim declined. And that's not hard to understand -- public education, he said, is "a storytelling quagmire."
We've faced a similar struggle at the Ad Council. Figuring out the "hook" to engage Americans around public education is no simple task, and we've spent a few years trying to figure it out.
Our challenge is this: How can you drill down an incredibly complicated issue -- education, climate change, obesity -- to a simple message that motivates the average American to do something? And what's the something?
Many people tune out when they feel overwhelmed by an issue like education or the environment -- how can reading to a kid or changing one light bulb possibly make a difference? Especially when
