The EQuip Our KIds! Campaign Game Plan

To promote school-based EQ-raising social-emotional learning (SEL), the EQuip Our KIds! Campaign will:

  • Create online media, print materials and videos dedicated to educating the public about all the positive, game-changing  aspects of SEL in schools and provide an accompanying Advocacy Kit to assist parents and sectors of the public in helping move SEL forward. 
  • Create a “Got EQ ” advertising, marketing and public relations education campaign via which eventually, as we grow as on organization with public support, SEL will become a household word and as ubiquitously marketed as auto insurance ads. The campaign will be both general and targeted to specific communities, sectors and multiple demographic audiences, including students themselves. It will include TV and radio ads, community-based media, outdoor advertising and other forms of reaching the public. 
  • Back up the overall campaign by recruiting volunteer “SEL Ambassadors” who will experience a training session in advocating for SEL in their communities. This would include parents and students, as well as others who care about the issue. The training will be conducted by professional organizers.

On the Legislative and Grassroots Front

While the Campaign will help educate school and elected officials and legislators about SEL, we also will work closely with grassroots community, education (PTAs for example) and business organizations on coordinated advocacy and public education efforts – and will keep followers apprised of relevant information and opportunities to participate.

Where possible the Campaign will also help form new independent localized grassroots education and advocacy institutions, as we did in the summer of 2017 with our home state California SEL Alliance (, modeled on and now in alliance with a similar and highly successful SEL Alliance in Massachusetts. (See 

SEL4CA is off and running with dozens of organization and individual members who are passionate about bringing EQ training into every school in California because of its profound upside benefits to students, teachers and staff.

As an example of legislative opportunities, some Congress members have sponsored pieces of legislation that would mandate and fund SEL research and curricula in every school. Most recently Senator Blumenthal (D-Conn.) and two co-sponsors introduced the Jesse Lewis Empowering Educators Act (S. 897) to fund training of teachers and administrators and implementation of SEL programs.

Similar efforts in states have languished for lack of public knowledge of the issues and therefore support. By educating and inspiring the pubic, the Big EQ Campaign intends to play a major role in changing that. (See a summary of latest helpful policies and proposed legislation.)

This large vision of an independent mass marketing campaign on behalf of a concept – not on behalf of any specific SEL program or organization – is what the Campaign intends to carry out over the next few years until SEL is a routine feature in every school in the U.S …and increasingly being adopted abroad.

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Most people when they get into a situation where they feel upset, they’ll just, they’ll get mad, start fighting. But now when they have the second step , they will think about calming down first, and then that’ll stop fights that’s in the school

Grade 5,Myra Bradwell School Student


As with any social movement – and SEL is becoming one in the academic and non-profit sectors – there are intramural and conceptual disagreements among experts, competing ways to frame and teach EQ and relationship skills, many different competing programs, some turf battles, and resistance to change among established institutions and bureaucracies.

The Campaign will eschew involvement at that level and take no sides in intramural or competitive disputes. Nor will we support any specific program.

Our mission is educating the public about SEL’s effectiveness when implemented with a fidelity that includes buy-in from all stakeholders and an immersive SEL overall school culture in and out of all classrooms, and our intention is to leave it to the plethora of existing SEL organizations, school districts and providers to work through the challenges of identifying the right programs for each student body, and of preparing and training staff for long and short-term success.

The EQuip Our Kids! Campaign will undertake market research tests to determine the various terminologies and emphasis that provides traction for various segments of the population when describing the appeals and benefits of Social and Emotional Learning.

To repeat, our goal is to propel the SEL movement forward – or, if you please, to inspire parents, the public at large, educators and lawmakers on a mass level to implement evidence-based SEL in all schools as a primary means of improving both academic and life performance.

By focusing on the positive effects for children, the Campaign expects to arouse in every parent and in the general public the natural human passion for creating the foundation for healthy minds and spirits in the young, as well as for greatly increasing their potential for successful and happy lives.

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