Overview

• The Carnegie-IAS Commission on Mathematics and Science Education is a partnership between the Carnegie Corporation of New York and the Institute for Advanced Study. Formed in 2007, the Commission addresses the concern that America’s K-12 and higher education systems do not provide the level of instruction in science, mathematics and technology needed to participate and succeed in a knowledge-based global economy.

• Widmeyer was hired in the spring of 2008 to conduct research, design a public engagement initiative and coordinate a launch event on behalf of the Commission’s final findings report, The Opportunity Equation.

Communications Challenges

• Widmeyer needed to assess the current state of science and math teaching.  Specifically, we needed to identify and analyze successes and failures so that we could create an informed communications strategy to change public perceptions about math and science study and careers.

• The Opportunity Equation, addresses the concern that America’s K-12 and higher education systems do not provide the level of instruction needed to participate and succeed in a knowledge-based global economy.  In a sea of education reports, how would Widmeyer and Carnegie make this one stand out and “stick”?

Strategy and Tactics

• First Widmeyer conducted an environmental scan of existing public opinion data and literature to develop a white paper on students’ and parents’ views regarding math and science education.
• We then conducted qualitative and quantitative research to learn more about students’ perceptions of math and science. This enabled us to better identify students’ resistance to math and science learning, and the extent to which resistance is reinforced or refuted by parents.  This research also helped us identify which tactics will motivate students to pursue advanced studies and careers in math and science.
• In Phase III Widmeyer designed and launched a national public understanding and engagement campaign designed to change public opinion and promote math and science education.
• New media tools such as a micro site, Twitter and video interviews of conference participants were used to place dynamic content on the Web for long-term use and as a way to build a larger audience for the Commission’s findings.

Results

• Widmeyer has advanced the discourse on the negative and/or misinformed perceptions that influence students’ opinions on math and science, both as academic pursuits and potential career fields.
• Our environmental scan illuminated many gaps in existing research. Phase II of our research provided context and delivered a more well-rounded understanding of students’ perceptions.
• Our national communications strategy will address cultural dynamics indicated as influential by our research, including the sense of “innate skill,” perceptions of “cool” subjects and pursuits, pseudoscience and religious beliefs. We will target both parents and students.
• Widmeyer orchestrated a report launch event in Washington, D.C. with high-level speakers including U.S. Secretary of Education Arne Duncan and a panel of leaders from American Federation of Teachers, Gates Foundation, top universities and states, who communicated the importance of the findings.  Over 300 people attended.
• We secured media hits for the report release in outlets including CSPAN, PBS’s Washington Journal, Education Week, eSchool News, Science Magazine, EdNet News, Inside Higher Education, EduFlak blog and Eduwonk blog.  Additionally, Widmeyer placed an op-ed on Huffington Post.
• Widmeyer facilitated meetings between Carnegie and U.S. House, Senate and White House staff before the release. Two additional White House meetings and two briefings have been set up as a result of the release of The Opportunity Equation.  Together we continue to pursue ways for the report findings to have lasting effects on national education policy.