Viacom | Get Schooled Detroit Attendance Challenge
project name

Viacom | Get Schooled Detroit Attendance Challenge

  • Client:


  • Our Role:

    Agency of Record

About the Client:

Get Schooled is a national non-profit founded on the belief that students themselves have the power to improve their future if given the right information and motivation. The foundation leverages the key influences in teens’ lives to directly engage them on their path through high school and into college. Having spun out of a relationship between Viacom and the Bill and Melinda Gates Foundation, Get Schooled operates as part of the Via community corporate social responsibility network.

Services Provided:
  • Strategic Communications
  • Art Direction Marketing
  • Public Relations
  • On-site Event Support

To increase awareness of Viacom, the Get Schooled Foundation, GM and United Way for Southeastern Michigan’s investment in Detroit through the promotion of its Get Schooled Detroit Attendance Challenge and subsequent recognition ceremony.

Business Challenge:

Working in conjunction with Viacom’s New York-based national PR firm, Ignition worked to amplify the story from a local perspective. The challenge was to maintain a local focus that drove the story of the partners involved rather than that of the celebrity spokespeople. In addition, Ignition worked to secure a celebrity component to the event. Big Sean, a hip hop artist originally from Detroit, was secured in both 2012 and 2014 , along with MTV’s Sway Calloway in 2014 . Royce da 5’9’’ was also secured for the 2012 event.

Ignition Execution:

Ignition Media Group facilitated local media outreach for the Get Schooled Foundation’s Detroit Attendance Challenge recognition ceremony in 2012 and 2014. The audience included the student body and faculty of Warren Lincoln High School in 2012 as well as the student body and faculty of Bates Academy in 2014 , that of the second and third place winning schools and members of the media. Ignition Media Group also team helped secure talent to perform at the recognition ceremony and managed on-site execution.


Having garnered significant media coverage for the event, Ignition continues to serve as a local PR and event production partner to Viacom and Get Schooled.