To improve science and mathematics education for American children, the White House is recruiting Elmo and Big Bird, video game programmers and thousands of scientists.
President Obama will announce a campaign Monday to enlist companies and nonprofit groups to spend money, time and volunteer effort to encourage students, especially in middle and high school, to pursue science, technology, engineering and math, officials say.
The campaign, called Educate to Innovate, will focus mainly on activities outside the classroom. For example, Discovery Communications has promised to use two hours of the afternoon schedule on its Science Channel cable network for commercial-free programming geared toward middle school students.
Science and engineering societies are promising to provide volunteers to work with students in the classroom, culminating in a National Lab Day in May.
The MacArthur Foundation and technology industry organizations are giving out prizes in a contest to develop video games that teach science and math.
“The different sectors are responding to the president’s call for all hands on deck,” John P. Holdren, the White House science adviser, said in an interview.
The other parts of the campaign include a two-year focus on science on “Sesame Street,” the venerable public television children’s show, and a Web site, connectamillionminds.com, set up by Time Warner Cable, that provides a searchable directory of local science activities. The cable system will contribute television time and advertising to promote the site.
The White House has also recruited Sally K. Ride, the first American woman in space, and corporate executives like Craig R. Barrett, a former chairman of Intel, and Ursula M. Burns, chief executive of Xerox, to champion the cause of science and math education to corporations and philanthropists.
Dr. Ride said their role would be identifying successful programs and then connecting financing sources to spread the successes nationally. “The need is funding,” she said. “There is a lot of corporate interest and foundation interest in this issue.”
Administration officials say that the breadth of participation in Educate to Innovate is wider than in previous efforts, which have failed to produce a perceptible rise in test scores or in most students’ perceptions of math and science. In international comparison exams, American students have long lagged behind those in much of Asia and Europe.
But some education experts said the initiatives did little to address some core issues: improving the quality of teachers and the curriculum.
“I think a lot of this is good, but it is missing more than half of what needs to be done,” said Mark S. Schneider, a vice president at the American Institutes for Research, a nonprofit research organization in Washington. “It has nothing to do with the day-to-day teaching,” said Dr. Schneider, who was the commissioner of education statistics at the Department of Education from 2005 to 2008.
Dr. Holdren said the initiatives, which are financed almost entirely by the participating companies and foundations and not the government, complement the Race to the Top program of the Department of Education, which will dispense $4.35 billion in stimulus financing to states for innovative education programs. The Race to the Top rules give extra points to applications that emphasize science, technology, engineering and mathematics, the so-called STEM subjects.
“The president has made it very clear it is a big priority,” Dr. Holdren said.
In April, Mr. Obama, speaking at the National Academy of Sciences, promised a “renewed commitment” that would move the United States “from the middle to the top of the pack in science and math over the next decade.”
To achieve this goal, Mr. Obama talked of “forging partnerships.” Monday’s announcement contains the first wave of such partnerships, officials said.
David M. Zaslav, the president and chief executive of Discovery, said Mr. Obama’s words about science education inspired Discovery to come up with the idea of two hours of programming, a mix of old and new content, from 3 p.m. to 5 p.m. Mondays through Saturdays on the Science Channel. The idea is that students coming home from school will have a ready means to learn more science.
“We took that to the administration,” Mr. Zaslav said. “They loved it.”
The lack of commercials is “a big statement by us that it’s not about the money,” he said. “It’s about reinforcing the importance of science to kids and inspiring them.”
The programming is to begin next year; the date has not been set yet.
The foundation of Jack D. Hidary, an entrepreneur who earned his fortune in finance and technology, worked with the National Science Teachers Association, the MacArthur Foundation and the American Chemical Society to create a Web site, nationallabday.org, that matches scientists willing to volunteer their time and teachers describing what projects they hope to incorporate into their classes.