To fuel a movement around reforming high school education, we created XQ: The Super School Bus Tour—a nation-wide bus tour that opened a dialogue with communities about how they’d rethink high school. The idea was to redesign an old, nostalgic-looking school bus into a bus that reflects a vision for high school in the 21st Century. We outfitted the interior of the bus with an interactive iPad wall and a recording booth for visitors to share their ideas. The hood was lined with solar panels, and the floor of the bus was revamped using a recycled basketball court from a high school gymnasium. The tour connected communities across America and sparked honest conversation about the current state of high school as well as potential solutions. We captured content at every stop along the tour and shared it via social media and news outlets to sustain momentum for the movement.

We redesigned an old school bus to essentially be an innovative, interactive traveling advertisement for rethinking America’s high school system. Complete with a recording booth, writing wall, iPad wall and swag, the bus, in combination with outdoor ads, appeared in cities all across the country. Bus visitors were invited to add their voices to the movement in the recording booth, which were broadcasted on the iPad wall, connecting community members’ ideas from coast to coast. At bus stops along XQ: The Super School Bus Tour, we hosted an array of activations, including community art projects and live performances by famous artists like Common, Yo-Yo Ma and Edward Sharpe. Over the course of six months, we strategically chose to visit 35 cities where we found interesting, compelling stories about people working hard to change the system.

• 30,000 people attended bus activations

• 47,000 Americans joined the movement

• 150 million social media impressions