Think It Up
The Entertainment Industry Foundation (EIF), a leading charitable organization in the entertainment community, announced a coast-to-coast telecast to launch Think It Up, EIF’s national education initiative. All four major U.S. broadcast networks—ABC, CBS, FOX and NBC—planned a simultaneous “roadblock” broadcast of a one-hour special from the Barker Hangar at Santa Monica Airport on Friday, September 11, 2015, at 8 PM ET / 7 PM CT. The star-studded event aimed to raise funds and awareness for student-powered, teacher-led learning projects.
The special showcased celebrity appearances, musical performances, and stories that highlight classroom innovation. Talent participating included Kristen Bell, Stephen Colbert, Scarlett Johansson, Matthew McConaughey, Gwyneth Paltrow, Jeremy Renner, Ryan Seacrest, Jessica Williams and many others from film, television, sports, music and digital media. The telecast’s purpose was to encourage viewers to support hands-on learning projects through a dedicated crowdfunding platform in partnership with DonorsChoose.org.
The telecast highlighted powerful stories of teachers and students collaborating on projects that promote meaningful learning. Sherry Lansing, founder of the Sherry Lansing Foundation and chair of EIF’s Board of Directors, explained that Think It Up intends to unlock students’ passions, talents and strengths by supporting classroom projects that connect learning today with future opportunities. The initiative describes this era—driven by new technologies and higher expectations—as one of the most dynamic periods in education since public schooling began in the United States.
Think It Up: Engaging Communities to Support Learning
Think It Up brought together leaders from education, media, technology and the entertainment industry to create a national movement that champions public school students, teachers and classrooms. The initiative combined public donations with major donor matching opportunities on the thinkitup.org platform, making it easier for corporations, philanthropists and foundations to amplify community contributions. Staples served as a lead corporate donor and partnered on awareness and outreach.
The Bill & Melinda Gates Foundation participated as a founding contributor, offering guidance on classroom practices that support innovative teaching and deep, conceptual learning driven by student interests. Vicki Phillips, who leads the Gates Foundation’s K–12 program and served on Think It Up’s advisory committee, noted that the campaign leverages EIF’s unique ability to rally public interest and optimism for education.
ExxonMobil supported Think It Up as a lead corporate partner focused on expanding quality STEM education. Through targeted funding, ExxonMobil aimed to support classroom projects that prepare young women and underrepresented minority students for STEM careers and that reinforce scalable, high-quality education programs.
Ashoka’s Start Empathy initiative joined as a key contributor promoting empathy and changemaking skills within school curricula. Konstanze Frischen of Ashoka emphasized the importance of empathy, collaboration and purpose-driven learning for a generation preparing to solve real-world problems.
During the telecast, EIF launched thinkitup.org, a platform designed to fund student-driven, teacher-led classroom projects in partnership with DonorsChoose.org. Since 2000, DonorsChoose.org has enabled individuals to contribute to classroom materials and projects requested by teachers. The collaboration expanded that model by supporting projects developed by middle and high school students and their teachers—projects that align with students’ passions and prepare them for college, technical training or workplace success.
Richard Lovett, President of Creative Artists Agency and chair of EIF’s entertainment leadership committee for Think It Up, described the movement as one that unites individuals, organizations and brands to support students, teachers and principals in ways that give classrooms an edge and help students succeed in life.
The campaign included a multi-platform public awareness strategy: televised content, digital and social media outreach, print, radio and out-of-home advertising. Celebrity ambassadors and local community events were planned to sustain momentum and celebrate successful teacher-student collaborations. For example, Staples partnered with artist and Think It Up ambassador Nick Jonas on a public service campaign encouraging students and teachers to collaborate on innovative classroom projects.
EIF established an Education Advisory Committee of respected experts from diverse education fields to set criteria for funded projects. The advisory group worked with EIF’s Board to oversee grant decisions and ensure that funded projects promote meaningful learning. An Honorary National Advisory Council—with leaders from entertainment, media, education and philanthropy—provided additional support and visibility.
Charles Best, founder and CEO of DonorsChoose.org, said the partnership with Think It Up expanded opportunities for the public to fund project ideas that originate directly from students’ creativity and curiosity. Lisa Paulsen, president and CEO of EIF, emphasized that every citizen has a stake in creating more high-quality learning experiences for young people and expressed hope that the telecast would spark a lasting movement to support teachers and students.
The September 11 telecast was executive produced by Jesse Ignjatovic and Evan Prager for Den of Thieves, with Entertainment Industry Foundation producers. Stuart Ruderfer, CEO of Civic Entertainment Group, served as an executive producer on the initiative, helping to shape the program’s public engagement and optimism-building efforts.
You can follow Think It Up on social media for updates, campaign details and ways to support student-powered, teacher-led projects that inspire meaningful learning and future success.