2014 PROGRAM REVIEWwww.thelamp.org

“Coding is a great idea but it’s not enough.

Decoding today’s media – to recognise

misleading and exploitative content, to

appreciate what is available and to grasp

the emerging opportunities – doesn’t come

automatically or naturally. This is a time to

strengthen media education.”

- Professor Sonia Livingstone, London School of Economics and Political Science

Page 4 | The LAMP

The LAMP is bringing 21st-century survival

skills to youth, parents and educators. We

provide vital, hands-on services that help

people in our New York City communities and

beyond navigate and thrive in this loud-media

environment.

ABOUT US

MISSION

The LAMP prepares youth, parents and

educators to live, learn and create with media

and technology.

WE BELIEVE IN

• Critical curiosity

• Process over product

• Media literacy as a basic need

• Access for all

• Media for civic engagement

www.thelamp.org

2014 Program Review | Page 5

OUR STUDENTS

.3% Mixed Ethnicity

.7% Middle Eastern

2% East Indian

3% Asian

19% Caucasian

35% African American

40% Hispanic

4%

55%

30%

12%

1% 1%

Ages:

© 2015, The Learning About Multimedia Project, Inc. All rights reserved.

Commercials & Advertising Track

• Make a Commercial

• Make a PSA

• LAMPhysEd

•

News & Reporting Track

• What’s in the News?

• News on TV and Video

• Reporting and Podcasting

Digital Media Track

• Medium Literacy: Different Tools, Different

News

• Healthy Digital Relationships

• Digital Career Path

• Intergenerational Media Literacy

Exploring Images & Video Track

• Video Poem

• Making Pictures, Telling Stories

• Documentary and Nonfiction

Family Workshops

• Family Media Scavenger Hunt

• Family Video

• Family Digital Media

PROGRAM OVERVIEW

Also available

• LAMPcamp

• Professional Development

• Curriculum Licensing

•

Page 6 | The LAMP www.thelamp.org

PROGRAM HIGHLIGHT: COMMON CORE TEST PREP

Partner: P.S. 145, The Magnet School for Technology and Communications

One of the many tasks for this elementary school’s new leadership was the improvement of

state standardized test scores and after-school program attendance. The LAMP designed and

implemented a twelve-week program which used media literacy and technology to achieve

basic Common Core outcomes around reading, critical thinking, writing and problem-solving.

Not only did the program achieve an attendance rate of 92% - a new record for the school - but

test scores went up as well. Students improved on English Language Arts exams by 58% and

improved on Math exams by 78%.

92%attendence rate

58%improvement on

English exams

78%improvement on

Math exams

2014 Program Review | Page 7 © 2015, The Learning About Multimedia Project, Inc. All rights reserved.

Page 8 | The LAMP

Partner: YMCA of Greater New York, McBurney

branch

Break the media, change the message! Of the

millions of people who watch the Super Bowl

every year, thousands would say they’re not

watching for the game, but instead to catch

the multi-million dollar commercials peppered

throughout. But at The LAMP’s annual “Break

the Super Bowl” event, teens from the

McBurney YMCA did more than just watch

commercials - they remixed them by inserting

statements challenging the stereotypes,

persuasive techniques and media tactics

employed by marketers to sell products and

services. Their completed broken commercials

were then posted on YouTube in real time

during the game, while participants also won

prizes for pop-up challenges offered by LAMP

staff throughout the night. One teen summed

it up by saying, “I felt like I was part of the

game because I got to go in and rework the

commercials. It was a really different way to

see the Super Bowl and all the ads, and I don’t

think I’ll watch them the same way ever again.”

PROGRAM HIGHLIGHT: BREAK THE SUPER BOWL

www.thelamp.org

2014 Program Review | Page 9

PROGRAM HIGHLIGHT:

DIGITAL CAREER PATH

Partner: Opportunities for a Better Tomorrow

As New York City expands into a national

hub for media and technology companies,

the demand for individuals with basic skills

in editing, production, cloud computing and

other digital skills is also growing. But many

young New York natives lack not just the

training but also the resources to use the

Internet for professional networking and job

and educational opportunities. That’s why

OBT and The LAMP launched Digital Career

Path, a free program which started in 2013

and brought 140 hours of hands-on training to

nearly 90 young adults, 95% of whom identified

as African-American or Hispanic/Latino. To

date, over 70% of program graduates have

moved on to professional internships, full-time

jobs or enrolled in advanced training. In the

words of one student, “The Digital Career

Path Program not only upgraded my skills

and my digital literacy but also encouraged

me to continue my education. Now I’m taking

additional classes because my new goal is to

become a graphic designer.”

This program was funded by the New York City

Economic Development Corporation and the

NBCUniversal Foundation.

© 2015, The Learning About Multimedia Project, Inc. All rights reserved.

Page 10 | The LAMP

Partners: OATS, WNET

Seniors and teens have at least two things in

common - they both love technology, and

they both experience age discrimination.

Unfortunately, ageist stereotypes are often

encouraged by media messages showing older

adults as feeble or incompetent, or youth as

reckless and apathetic. Our Intergenerational

Media Literacy program united seniors and

teens to identify and talk back to ageist

stereotypes through video remix and social

media. As one participant said, “I haven’t had a

chance to tell you just how great the program

was. It’s a fabulous concept to connect the

generations and to raise awareness of an

important issue. I really benefited from my

participation.”

This program was funded by the Hive Digital

Media Learning Fund in the New York

Community Trust.

PROGRAM HIGHLIGHT:

INTERGENERATIONAL MEDIA LITERACY

www.thelamp.org

2014 Program Review | Page 11

The MediaBreaker is a cloud-based video

editing tool designed for remixing videos, and

was launched by The LAMP in 2013. Throughout

2014, The LAMP continued integrating the tool

into many of its programs and used student

feedback to make improvements. With

over 140 new videos submitted and plans to

scale the MediaBreaker for increased use in

classrooms nationwide, the MediaBreaker is

expanding 21st-century learning opportunities

in a very big way. One participant at the Pace

University High School Summer Institute said:

“[MediaBreaker] definitely is an innovative way

to criticize media...It is important to talk back

to media because in order to stop offensive

media from being published we have to

comment and criticize it when it is published.

I would use the Media Breaker on my own

because it’s both creative and fun and it gets

the point across.”

PROGRAM HIGHLIGHT:

THE MEDIABREAKER

© 2015, The Learning About Multimedia Project, Inc. All rights reserved.

Page 12 | The LAMP

LEADERSHIP

ASSOCIATE BOARD

Hazel Gurland-Pooler | Co-producer, Ark Media

Courtney Liddell | Senior Integrated Producer,

Momentum Worldwide

Benjamin Max | Executive Editor, Gotham

Gazette

John Randall | Program Manager,

Telecommunications Equality Project at The

Roosevelt Institute

Farah Zaman | Attorney, New York City Human

Resources Administration

Staff

DC Vito

Executive Director

dc@thelampnyc.org

Alan Berry

Education Director

alan@thelampnyc.org

Emily Long

Director of Communications & Development

emily@thelampnyc.org

Jesus Villalba

Program Manager

BOARD OF DIRECTORS

John Banta (Chair) | Research Director, Vanity

Fair

Gillian Cassell-Stiga | Associate, Rankin & Taylor

Anderson Duff (Secretary) | Associate, Wolf,

Greenfield & Sacks, P.C.

Tom Gray | Senior Vice President,

Capalino+Company

Deepti Sharma Kapur | Founder and CEO,

FoodtoEat.com.

Joshua Teeple (Treasurer) | Partner, Grobstein

Teeple Financial Advisory Services, LLP

ADVISORY BOARD

Ingrid Hu Dahl |Next Gen Director, Bay Area

Video Coalition

Jennifer Proulx | Director of Professional

Development Programs, Educational Video

Center

Jorge L. Ramos | Senior Anchor, Telemundo

New York

Larry Smith | Founder, SMITH Magazine

www.thelamp.org

2014 Program Review | Page 13

PARTNERS

Our Corporate + Foundation Partners:

Hyde and Watson Foundation

Con Edison Foundation

Hive Digital Media Learning Fund

Just Energy Foundation

Google

Taking IT Global/Adobe Youth Voices

Sony Corporation of America

Knickerbocker Hotel

Pulitzer Center on Crisis Reporting

Our Programming Partners:

Achievement First Bushwick Middle School

Hudson Guild

Red Hook Initiative

Bronx International High School

Digital Ready

Boys Club of New York City

Shine Global

Hofstra University

PS 241

Bank Street College of Education

OATS

WNET

Jamaica Learning Center

PS 49

Juan Morel Campos Secondary School

PS 145

Brooklyn Public Library

YMCA of Greater New York

Riker’s Island

Tribeca Film Institute

Pace University

OBT (Opportunities for a Better Tomorrow)

Everyday Africa

Bronx Documentary Center

John Jay Secondary School for Law

© 2015, The Learning About Multimedia Project, Inc. All rights reserved.

www.thelamp.org

110 W. 34th Street

Suite 807

New York, NY 10001

212-947-5267