Last month, a heartwarming surprise unfolded at Teachers College Community School (TCCS) in Harlem. Black-owned advertising agency, Elite Media, gifted 50 teachers and staff members a total of $150,000 in ‘self-care’ grants, just in time for the end of the school year. This remarkable event was made even more special with the presence of Gayle King, co-host of CBS News’ CBS Mornings.
Elite Media, a female-led agency based in Harlem, has launched the “Schoolys” Program as part of its impact-driven business model. Each teacher received a $3,000 grant to spend on self-care and career development. The initiative is designed to show how businesses can leverage their resources to support their communities in meaningful ways.
To further honor the school staff, Elite Media also placed billboards around the neighborhood, celebrating their dedication and hard work. Christopher Crawford, Founder & CEO of Elite Media, emphasized the significance of this initiative, stating, “Public school staff work tirelessly throughout the year. We are reinvesting our own operating budget into the ‘Schoolys’ initiative to ensure that support reaches the people who put their hearts and souls into the work the institution does every day – to protect the people who support and protect our youth. And in the process, we hope to set an example for how other local businesses can repurpose a portion of their operating budgets to create an outsized impact in their own backyards.”
Crawford’s personal connection to Harlem’s educational community added a poignant touch to the event, as his father worked at PS 28 in Harlem nearly 50 years ago.
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Gayle King, who attended the event, praised the initiative, saying, “All of us have teachers in our lives that have impacted us. And, you know, that sometimes when teachers get extra money, they give it to others and spend it on their students. I love that this grant money has no strings attached and that the staff can use it on anything they’d like, preferably themselves!”
The “Schoolys” program is just the beginning of Elite Media’s long-term commitment to TCCS. In the coming months, the agency plans to enhance the school’s curriculum, improve physical infrastructure, and provide grant-writing assistance to secure ongoing support for the school.
Michelle Verdiner, principal at TCCS, expressed her gratitude and highlighted the importance of such initiatives for staff retention. “Retention of staff is a critical lever in sustaining student and community impact. Teacher turnover is way too high: last year alone, it was reported that 23% of teachers left their schools. It’s important we remind teachers and staff of how valuable and appreciated they are. We applaud Elite Media for helping to lead by example. Caring in this way for the staff only helps to aid our recruitment and retention efforts.”
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