San Francisco Public Schools.
A new vision for all.

SFUSD commissioned Underground to help communicate the value of the City’s public schools to parents who may be inclined to choose a private school path for their children. Our charge was threefold: to clearly articulate the essence of SFUSD as expressed through its Vision 2025; to generate active support for SFUSD by target audiences, including parents and staff; and to elevate the SFUSD brand for current and prospective families.

Underground has a reputation for creating images that get the attention of viewers. The core creative shown here uses bigger-than-life students as a way to emphasize their curiosity, innovation and understanding. By creating a landing page, videos, social media posts, posters, infographics and ads, Underground helped SFUSD to make the most of its internal, organic social media, events, and advertising budget. Our paid media strategy included online search and digital display ads, geo-targeted online broadcast, sponsored social media posts, outdoor and transit ads, leveraging any pro bono opportunities, and neighborhood newspapers.