With the Jan. 17 deadline looming for school districts to have teacher evaluation plans approved by the state or risk losing a four percent aid increase, the NYC teachers union is going on the offensive against Mayor Bloomberg, accusing him of playing politics at kids’ expense.
The UFT is out today with a new TV ad that slams Bloomberg’s entire education policy legacy over the past 11 years, saying he has adopted a “my way or the highway” without regard to teachers or students.
The 30-second spot reviews several not-so-highlights in Bloomberg’s tenure – including his failed selection of Cathie Black, a magazine executive with no education experience, as NYC schools chancellor.
The spot will air through the Jan. 17 deadline on local broadcast stations as well as cable television networks in the New York City area.
It will be seen during some of television’s most popular shows, including: Good Morning America, the Today Show, the Daily Show, Jeopardy, Judge Judy, SNL, and Knicks games. It will also appear regularly on NY1, Bravo, Lifetime, TNT, HGTV, USA and BET.
Here's the ad:
It's a horrible ad that still uses the frame that teachers are "bad" and need to "improve".
Nothing like using a frame for the issue that implicitly puts teachers on the defensive.
What the ad should be telling the public is that New York City teachers are some of the best and most dedicated teachers in America, but there are many challenges they face every day in the school system and the mayor is doing his best to make them worse by the week.
He's increased class size even as he's increased the budget for central administration, outside education consultants and high stakes testing.
He's threatening to cut counselors and social workers even as students face ever more difficult socio-emotional problems.
He's threatening to cut after school activities for students.
He has fought to delay getting dangerous toxic substances out of the public school buildings and has knowingly sent children to school in buildings with cancer-causing toxins in them.
He wants to have students take BOTH city and state high stakes standardized tests in every grade in every subject from K-12 all the year through, not to help improve student performance but simply to evaluate their teachers.
He wants to use a teacher evaluation system based upon student test scores that has a median margin of error of 52% and a maximum margin of error of 87% so that eventually EVERY teacher will be declared "ineffective".
This evaluation system is going to make the education system worse, not better.
Mayor Michael Bloomberg is a failure as an education mayor, but as is usual with him, he's displacing the blame and responsibility onto others - in this case, teachers and principals.
He's not interested in making schools better - he's interested in making himself look better politically.
That should be the "tough" ad they run.
Capital Tonight called the UFT ad "tough" against the mayor.
Not the way I see it.
As is usual with the UFT, it's a half-assed lame attempt to seem "tough" while actually undermining their own case.
Who's doing these ads for them - 0 for 8 Bob Shrum?