Geography is…?

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Many would say,Many would say,geography is about maps and place names. geography is about maps and place names.

• people and cultures

• commerce and industry

• environments and ecosystems

• population growth and migration

It provides the framework necessary for understanding and appreciating our changing world.

Geography is… so much more.

• Economic competitiveness: In a global economy that involves buying, selling, and collaborating across borders, geographic literacy is fundamental.

• Jobs: Geo-technology fields are growing fast -- increasing by 75,000 jobs each year. And more and more jobs each year involve international connections.

• Diversity in America: Global interconnections are closer to home than ever before, through our peers and as part of our culture.

• Global citizenship: Students of geography develop appreciation and engagement in the world at home and abroad.

Why does geography matter?

Many don’t know their place in the world.

But sadly, not enough of our kids are getting it.

(Used with permission of Reach the World.)

•The U.S. ranked second to last in geographic literacy, just ahead of Mexico (2002)

•20% could not identify the Pacific Ocean on a world map (2006)

•Half or more could not locate India, Japan, Iraq, or Afghanistan (2006)

•30% believed U.S. population to be between one and two billion (2006)

•1/3 could not find Louisiana and 1/2 could not locate New York state (2006)

•30% believed the most heavily fortified border is between the U.S. and Mexico (2006)

Findings about Geographic Literacy among young Americans: (from Roper Surveys of 18-24 year

olds)

Why the lack of geographic knowledge?

• Parents are confused about the value and scope of geographic literacy

• Many Americans have an ongoing sense of isolation from the rest of the world

• Schools have de-emphasized geography

If our kids aren’t learning about the world and its interconnections,

we aren’t preparing them for their future in it.

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National Geographic is leading a coalition of organizations in a campaign to give kids the power of global knowledge.

Who we want to reach

Parents Kids/TeensEducators

What are we doing about it?

• Show parents how to help their children learn about the world

• Increase the geographic offerings in the schools and the resources available to them

• Increase the number of students who take geography-related courses and engage in related activities at school

• Increase the number of community organizations that engage young people in geography-related activities

What We Hope to Accomplish

How We Will Do ItHow We Will Do It

1. Coalition/Grassroots efforts

2. Earned Media/Public Service Announcements

3. Web site resources & Call to Action

CoalitionCoalition

State Geographic Alliances

Launch Event: May 2, 2006

Media Summary

“Young Americans geographically challenged”

“Study: Geography Greek to young Americans”

“Young Americans shaky on geographic smarts”

To raise awareness and drive traffic to the website, we’ve created an ad campaign with print, TV, on-line and radio executions.

The Advertising Campaign

• Facts• Call to Action• Resources• Incentives

MyWonderfulWorld.org

A Web-centered campaign

Measuring campaign effectiveness

Short term: 1-2 years• Website traffic• Media impressions• Number of partners

Mid term: 3-5 years• Increased student enrollment• Increased course offerings• Indications of parent engagement

Long term: 10-15• Increased student knowledge as measured by next Roper Poll

Help us spread the word. How?

•Work with coalition partner organizations in Indiana to hold local events for parents, educators and students

•Feature the campaign – the web site, PSAs, etc., and connect to your mission in communications to your network

•Help us identify sponsor and coalition member possibilities

•Indiana Public Engagement Coordinator for Indiana, Hilary Steinhardt geni@iupui.edu or 317-274-8879.