Global singer Usher and Clear Channel Outdoor partner with Afterschool Alliance for 25th Lights On Afterschool

Usher’s New Look, founded by Grammy-winning artist Usher is partnering with Clear Channel Outdoor and the Afterschool Alliance to promote the 25th annual Lights On Afterschool campaign nationwide via digital billboards in the USA. 

The campaign, which runs throughout October, will feature nearly 2,000 digital billboards highlighting the importance of afterschool programmes across the United States.

Lights On Afterschool is the only nationwide rally advocating for afterschool programmes, and this year marks its 25th anniversary. Events are being held at schools, community centres, parks, and other venues to celebrate the role of these programmes in providing crucial support to youth and families.

These events aim to highlight the high demand for afterschool services and the challenges posed by the expiration of federal pandemic relief funding.

According to a 2022 survey of approximately 1,500 parents, commissioned by the Afterschool Alliance, 60% of Latino children and 54% of Black children have unmet demand for afterschool programmes, compared to 49% of children overall. Cost is cited as the primary barrier by 57% of parents. 90% of parents rate the quality of the afterschool programme their child attends as excellent or very good.

Throughout October, Clear Channel Outdoor will showcase afterschool programme messages on digital billboards, transit shelters, and poster spaces in 25 markets nationwide. On 24 October, the official Lights On Afterschool day, Clear Channel will display the campaign on prominent digital screens in Times Square, New York City, and illuminate Boston’s South Street Station in blue and yellow in recognition of the event.

“We're proud to team up with our partners to celebrate the 25th Lights On Afterschool and underscore the transformational power of afterschool programmes in the lives of kids, families, and communities across America,” said Dan Levi, EVP & CMO at Clear Channel Outdoor. 

“As millions of students continue to miss out on afterschool opportunities, we're honoured to feature Usher in this year's digital billboard campaign as he lends his voice to encourage kids to find their 'spark' and to ignite a nationwide call for greater access to quality afterschool programmes.”

Usher’s involvement and advocacy

Usher, the renowned singer and founder of Usher’s New Look, serves as the Honorary Chair for this year’s Lights On Afterschool campaign. His involvement draws on his own experiences.

 “My afterschool experience at the Boys & Girls Clubs in Chattanooga, Tennessee is where I found my spark for music – a passion that became my career,” Usher explained. “That experience is where I was motivated to start Usher’s New Look, an afterschool programme that has been empowering youth for the past 25 years. Every child should have a place that sparks their interests and helps them find their passions and purpose.”

Usher’s New Look, which he founded to provide young people with mentorship and career opportunities, has been active for over two decades, aligning with the mission of Lights On Afterschool to bring attention to the importance of afterschool programmes.

The Afterschool Alliance, which organises the annual campaign, reports that some 8,000 events will take place this year to showcase the skills and talents students gain from afterschool programmes. 

Jodi Grant, Executive Director of the Afterschool Alliance, expressed gratitude for the support:

 “Afterschool programmes nationwide are tremendously grateful to Clear Channel Outdoor for its tremendous support and for spreading the word about the power of afterschool programmes. Lights On Afterschool celebrates the work these programmes do to keep kids safe, inspire them to learn, and give working parents peace of mind that their children are safe and supervised after the school day ends.”