Question/Response

Pos. 5--Juan Cotto

Pos. 5--Mary Bass

1. In 1998, the Seattle School District signed a five-year exclusive rights contract with the Coca-Cola Corporation. This contract calls for promotion and sales of Coke products throughout the 100 schools in the district, while prohibiting the sale or ‘pouring’ of competitors’ beverages (except for milk distributed through the school lunch program at noon), in return for cash and commissions. Please explain whether you would vote to renew the Coke contract.

Personally I don’t think soda pop should be sold in schools.

The District should not compromise its ability to offer better, healthier alternatives – for example juice or milk. Further, the District should not agree to plaster Coke's image across school property. "Marketing" is pervasive in our society. We should not allow students to be immersed in advertising.

2. In 2000, the district quietly passed a policy permitting the naming of district facilities. Previously, school facilities were named for prominent individuals (James Garfield High School; the Quincy Jones Auditorium). The new policy expands giving naming rights to corporate sponsors (cf. Safeco Field, etc.). Do you approve of selling naming rights to District-owned buildings and facilities? Why or why not?

No I do not. Schools should not be turned into cooperate naming institutions. It ruins the integrity of education.

The potential financial gain from such arrangements do not justify the loss in integrity, continuity and most of all leagacy associated with naming or renaming facilities for corporate donors.

3. In Seattle, many PTSA’s (Parent-Teacher-Student Associations) participate in the General Mills "Boxtops for Education’ program, whereby students and families are asked to purchase GM products and donate the proof-of-purchase to their school PTA. GM logos and ads are displayed prominently in the schools and sent home with all students in the weekly PTA newsletters. Last year, the Bryant Elementary PTA generated several hundred dollars this way. As a School Board member, what is your position on commercial activities conducted by organizations such as the PTA, when these involve Seattle School facilities, employees, or students?

I would let the PTA choose the activity they best see fit. If the parents choose to participate I will not get in their way.

Such activities are well-intentioned, but to the extent possible they should not be pursued during 'education' hours. These hours are too precious.

4. In 1996, the Seattle School Board adopted a policy of seeking funds by selling wall/floor space to commercial advertisers. This short-lived policy was rescinded 6 months later after public uproar. As a School Board member, would you support a policy of selling wall-space? Please explain.

No. This is BLATANT ADVERTISING. I would not support this.

NO! The integrity of the schools and the school system would be compromised by such a policy. When at school, students should be focused on education and learning.

5. The Seattle Sonics ‘Read to Succeed’ program requires thousands of primary-grade students to read or be read to for 20 minutes a day for 20 days each month. Each session, family members of participating students must sign a card featuring Sonics logos and ads. Selected students participate in Sonics promotional events and may get a chance to meet one or more players. Do you think such a corporate sponsorship is justified? If not, can you suggest non-commercial alternatives for motivating Seattle families to read together regularly?

Yes it is justified. Several parents told me this was a terrific program for boys and girls. Parents also read more. Many did not buy tickets to games. This is a positive program that benefited kids.

Clearly the promotion of reading is important and laudable goal. The Sonics willingness to get involved is a positive step, but the 'strings' attached to their participation need to be minimized. A simple logo is one thing, adds and promotions are another. As an alternative, I think PTA's could partner with teachers, the public library system, and others to develop a comparable program.

6. There may be various reasons for local Seattle businesses or global corporations wanting to ‘partner’ with Seattle Schools. Do you support any restrictions on the recognition of corporate sponsors? What is the relationship of corporate recognition to ‘branding’, when children are involved?

7. Do you believe that business logos are a form of advertising? Why or why not?

Yes, logos are a form of advertisement, as they serve to remind people of a firm's identity and products.

8. Channel One is a daily commercial MTV-like ‘news’ program for teens which many schools in Seattle require all students to view. In return, the school gets the loan of TV equipment (which in a few schools is also used to show student- or staff-made announcements and programs through a closed-circuit television system). Compulsory watching of Channel One adds up to one hour a week for thousands of Seattle middle and high school students , or one full week of school per year. Do you think this is a good use of taxpayer-funded school-time and facilities? Do you believe Channel One should remain in Seattle Schools? Why or why not?

If Channel One can be shown a an effective part of a child’s education it should stay. If it cannot it should not remain.

I support cancellation of this program. The earlier the better! Pull it out before 2005. There are other options available to teachers who want to show students news casts or news programs. The benefits of free TV's or VCR's does not seem proportional to the cost of putting this type and style of "commercialism" in schools. There needs to be strict guidelines and monitoring of such "commercialism" if students are going to be exposed to it.

9. Last year the Seattle School District decided to pay for Internet filtering services by placing banner ads on every web-page seen by students at school. The N2H2 filtering service simultaneously collected demographic data on Seattle children at school and allowed its advertising partners to do the same. N2H2 recently abandoned this business practice due to public protest. What is your position regarding such partnerships?

Demographic data form our schools should not be sold to private enterprises.

Given recent advances in technology, protecting students privacy must be a key policy for the District. No partnership should be structured in a way that would sacrifice such privacy – especially that of children. Bill S. 290, the Student Privacy Protection Act requires schools to give parents notification of potential data collection within schools by corporations or other groups, and calls for disclosure of how the information will be used, to whom it will be given and how much class time any information gathering would take. Schools are also required to notify parents of changes to their policies.

10. Seattle teachers need and want to upgrade their skills and knowledge throughout their career, and often attend classes, workshops, and conferences to do so. Recently, corporations such as Microsoft have been sponsoring teacher-training institutes complete with sample curriculums. These institutes are free or very low cost to teachers. Do you support corporate-sponsored teacher training? Why or why not?

Yes. Because the benefits to the teachers and ultimately the students are great. Teachers have to be exposed to the outside world to find out the skills that employers are looking for. If a teacher attends such a program they should sign a form that says they would be prohibited from accepting a job at "Microsoft" (whoever sponsored the training) for at least 2 years. This way companies cannot ‘steal’ our best teachers.

My response depends on the level of corporate involvement in the training and the training material itself. For example, if Microsoft is offering general training in the use of technology that would be o.k. But if the goal of the program is to promote specific Microsoft products, then that is inappropriate.

11. Staff at Seattle elementary and secondary schools frequently distribute or post promotional materials throughout the school. Students are encouraged to use these 14" x 22" full-color ads featuring items such as deodorant and candy as book-covers. Other posters featuring Dole pineapple or Nantucket Nectar drinks are displayed in the lunchrooms. What restrictions, if any, would you place on the type of commercial materials employees may distribute to children or post at school?

I would leave it up to the Principal and PTSA or site council to decide.

I think it is inappropriate for staff to be 'pushing' such materials.

12. Children in elementary schools in Seattle are occasionally asked to attend all-school assemblies which are presentations by marketers, such as the Sally Foster Gift wrap assembly, in which students are taught how to sell Sally Foster products to raise funds for their school. Do you believe it is appropriate to remove Seattle children from class for commercial presentations and promotional activities? Why or why not?

Children are in the classroom to be educated. Programs like this should not be used to pull children out of school.

It's not appropriate. Such commercial-based fundraising should be conducted during off-school hours.

13. For decades, Washington Mutual Bank has conducted a ‘banking’ program in many Seattle elementary schools. Students are encouraged to save and deposit money in Washington Mutual bank accounts at their school regularly. There is no mention of credit unions or competitor banks. Do you consider the Washington Mutual program to be a commercial activity? Why or why not?

Most parents I have talked to have no problem with this program. I don’t consider this a commercial activity because WAMU is not exclusive. Parents have told me this is a positive program that benefits students.

Yes, it is a commercial activity and it is clearly designed to build a future customer base for WAMU. If others are willing to offer such programs, they should be given equal access. Or, the whole program should be revisited.

14. Seattle school staff--including counselors, teachers, computer lab managers, and coaches--often distribute free promotional merchandise to students at school, such as mouse pads, beauty products, bookmarks, water bottles, and t-shirts. Do you believe that the distribution of these materials is intended to build brand loyalty among school children? Why or why not?

Of course it is. Of course companies are trying to advertise their company in this manner. Parents like the items more than the kids do.

Clearly, such merchandise is designed as advertising and serves to promote one particular product or brand. To the extent that valuable free goods are offered to students (some of whom could not afford them), it may be appropriate to make them available.

15. Currently, the Seattle District has no system of reviewing or restricting unsolicited pre-packaged corporate ‘educational’ materials, such as the Hershey’s chocolate curriculum, Clearasil ‘Self-Esteem’ video, or the Godfather’s Pizza math lessons. Do you favor developing a review process or criteria for using corporate materials in Seattle schools? Why or why not?

No. I trust that the Principals, PTSA’s and Site Councils can determine the value of these programs.

Yes. These materials should be reviewed. Someone needs to determine whether the value of their educational content justifies whatever commercial message is also included.

16. Describe a healthy school-business partnership. Please include an example.

The healthiest relationship is one where the strings attached to business involvement are minimized. For example, a gift to a school's music program in exchange for recognition in a program or in a speech to open a holiday concert.

17. The State of Washington is mandated to fund basic education for all children. Currently, that definition effectively excludes many traditional learning activities such as music programs, art education, student newspapers, or intramural sports. Do you support increased funding for Washington schools? If so, where should that funding come from?

From the Washington State Legislature.

The State Legislature needs to step up. Education is the State's paramount responsibility. The State Legislature must increase funding for education. The voters have spoken and yet the State continues to ignore its fundamental duty. Also, Local residents can be asked to support increased O&M levies as well, but equitable funding for all students must come from the State level.

18.In the past decade, individual taxpayers’ contribution to state taxes has increased, while the corporate share has decreased. Pepsi-Cola, for example, pays no federal taxes even though such taxes help pay for federally-funded programs such as Head Start. Do you believe corporations should pay a higher proportion of the taxes used to educate children in Seattle? Why or why not?

I believe the state legislature should adequately fund Basic Education in the first place.

Yes. Business must act as responsible citizens and support schools as well. As employers, businesses benefit from a well-educated populace and thus it is reasonable for them to be more involved in funding.

19. Children and youth constitute a highly desirable market because they have their own money to spend, they influence family spending, and if branded at a young age, they will remain loyal customers for life. What role, if any, should Seattle educators play in protecting children and youth from commercial exploitation?

This is not the role of schools or educators. Children see billboards, ads in magazines and of course watch TV. Children should be taught about marketing and business. This way they will understand the role of advertising.

When at school, students should be focused on education and learning. Commercial messages distract from this basic mission and should be minimized. So, educators should help facilitate the spread of such message of focusing on education and learning.

20. School Board members need to inform themselves on many issues coming before the board. As a School Board member, how will you balance information gleaned from individuals, grassroots organizations, school staff, district administrators, etc.?

By meeting with these groups regularly and FACE 2 FACE. I want to have open and honest conversations and challenge all the groups with questions and data.

I will have an open door policy for constituents and local organizations. And I intend to ask difficult questions of staff, administrators, and my fellow boardmembers. I will not be 'spoon-fed' information nor will I 'rubber-stamp' proposals that come from the District. And I will insist on documentation and explanation.

CCCS RATING

1.9

3.3