2011/12 beneficiary of the Cayenne F.I.T.B. Initiative, Birmingham Education Foundation, gave us the opportunity to produce this award-winning work. We knew that encouraging people to donate to Birmingham's city schools was no tee ball. We chose to use a school desk as a prop for emphasizing the need for each of us to hold ourselves accountable for how we educate Birmingham's children. We sat local, regional, and national leaders behind the desk and asked them to raise their hands, signifying that they saw themselves as part of the answer. In order to make the foundation more accessible, we branded it "ED," giving it a personality with which people could identify. The materials all lived in the classroom vernacular, employing the theme book design and ruled paper.