Exploring the History of National School Choice Week
As we get ready to celebrate the fifteenth anniversary of National School Choice Week (NSCW) in January 2025, we’re feeling grateful for the special community, cherished traditions, and remarkable growth that have transformed NSCW into the largest celebration of educational opportunity in the nation. From coast-to-coast train tours to almost 300,000 events, meetings, and activities, each year has contributed to the Week, which unites students, families, and educators across America. Here’s a look at the moments that have shaped NSCW over the years.
What is National School Choice Week?
National School Choice Week celebrates educational opportunities for all students. Every last week of January, millions of families, educators, and advocates will participate in a variety of events, meetings, and activities—from rallies to celebrations in state capitals, and more—to promote school choice and educational opportunities.
National School Choice Week was designed to celebrate all educational options without preference for any specific type. It is a real opportunity to celebrate the school choice you have or raise your voice to fight for school choice you want. The most surprising thing about National School Choice Week’s growth has been how positive the issue of school choice has become over the years and how much more accepted the idea of finding the right fit for your child is.
– Tracy Gleason, Chairman and CEO, Gleason Family Foundation and Treasurer, National School Choice Awareness Foundation
When NSCW first began, the mission was clear—to raise awareness about effective education options for children:
We wanted a time when organizations, families, and educators of all kinds can set aside their differences and celebrate that, when families have choices, students have the chance to learn, thrive, and grow in a learning environment that fits them best.
– Andrew Campanella, CEO and President of the National School Choice Awareness Foundation
What makes the Week different is its all-inclusive approach to raising awareness about school choice: traditional public, public charter, public magnet, private, online, home, and non-traditional learning environments are all invited to join in and be given equal billing in the options we celebrate parents having for their children.
National School Choice Week celebrates and advocates for what really matters more than any school issue: that perfect fit between a child, a school, and the teachers who lead them. I always find such amazing things from the families and school leaders at NSCW events. There is so much happening that’s wonderful for our children, and it always inspires me! National School Choice Week celebrations have grown so quickly, and they are politically neutral––which is so rare and wonderful.
– Lisa Graham Keegan, Former Arizona Superintendent of Public Instruction and Vice Chairman, National School Choice Awareness Foundation
Each January, we partner with schools, homeschool organizations, and nonprofits nationwide to shine a positive spotlight on tens of thousands of activities that reach millions of people. These efforts highlight the importance of educational opportunities in K–12 education.
The Yellow Scarf That Unites a Nation
A yellow scarf is emblematic of a school choice supporter, thanks to the millions worn by students, teachers, and parents over the last 15 years at NSCW events. Chosen for its bright color, similar to a classic yellow school bus, the scarf represents education and unity. The simple and versatile design is suitable for kids, parents, and educators of all ages and can be worn over any outfit, allowing everyone to join in on the colorful celebrations.
Regardless of the photo you see, the yellow scarf makes it clear that events are part of School Choice Week. These scarves convey positivity and demonstrate brightness visually.
– Andrew Campanella, CEO and President of the National School Choice Awareness Foundation
Each January, tens of thousands of people across the country wear these scarves as a sign of support for school choice and love for their schools. To the world of school choice supporters, the scarf is a statement of optimism for better educational opportunities for every child.
The Growth of School Choice Week Events
What began as dozens of local celebrations has evolved into an annual movement with more than 280,000 events, celebrations, and activities over 15 years. During the first year, NSCW partnered with schools and organizations to host 150 in-person events showcasing the voices of students, parents, and educators.
Each year, thousands of schools, homeschool groups, organizations, and individuals plan events ranging from open houses and school fairs to student showcases and rallies. The National School Choice Awareness Foundation team supports these events with logistics and communications efforts that share organizers’ messages with the public.
These community efforts have helped raise awareness of educational options and inspired millions to explore their choices.
The Train and Bus Journeys That Connected a Nation
One of the most memorable chapters in NSCW’s history was the 2014 Whistlestop Tour. Modeled after historic American whistlestop tours, NSCW organizers embarked on a 3,800-mile journey, stopping in 14 cities across the country, from Grand Central Station in New York City to Union Station in Los Angeles.
We aimed to model it after the historic Whistlestop tours of the early 20th century, when that was the primary mode of transportation. We wanted to combine this old-fashioned method of public engagement and excitement with a new concept of school choice.
– Andrew Campanella, CEO and President of the National School Choice Awareness Foundation
First traveling by train, and then by bus, in 2015, school choice advocates, families, and educators gathered at each stop to celebrate educational opportunities for families.
This cross-country journey united students, parents, educators, and community leaders to honor the diverse school choice options available and to call for expanded access nationwide.
Our Schools Program
The National School Choice Week’s Schools Program has been instrumental in making it easier for schools to participate in NSCW. Through the program, schools receive planning guides, resources, and materials to host their own events, meetings, and activities. What began as a small initiative has grown into a widespread program that empowers schools and homeschool groups to bring NSCW into their communities.
In the early years, our team was brainstorming ways to expand the concept of School Choice Week. One year, we experienced a surge of schools eager to express their pride in their institutions. This enthusiasm has led to the creation of a community of over 25,000 school participants each year who celebrate School Choice Week.
– Andrew Campanella, CEO and President of the National School Choice Awareness Foundation
By supporting these locally organized events, the Schools Program has allowed NSCW to meet families where they are, bringing the school choice message directly to communities across all 50 states.
Looking Forward
Over the years, NSCW has touched countless lives, from parents discovering new options for their children to students and teachers celebrating great learning environments together. The Week continues to change families’ lives every year, as participants and parents from across the country continue to share with us. In this decade, families’ choices are growing and evolving more quickly than ever, and NSCW will only grow in scale and significance as it kickstarts school choice journeys across the country.