This month, the CASW Media Team welcomes Tamara Hendrickson as an intern and guest contributor to our blog. Tamara is a student at Manhattan early College School for Advertising, therefore she has a unique perspective on the world of marketing, media, and communicating with NYC youth!
As a former MECA student, I had the privilege of returning on the first day of my internship with CASW to help judge the Re-ReACT presentations at MECA (Manhattan Early College School for Advertising), alongside CASW’s Media Director Carlos De Moya and Social Media Manager Mariama Barry. MECA; a CTE school focused on advertising, media, and creative technology, hosts ReACT annually to give freshmen and sophomores a fun, hands-on opportunity to learn about and connect with the advertising and media industry.
Re-ReACT is a chance to practice and apply what we’ve learned in our CTE classes. It’s a project where we get the opportunity to earn cash prizes for the best work. There’s 1st, 2nd, and 3rd place, and it gives you the chance to also look at careers and advertising closely to build your skills for future employment. Students create an advertising campaign for a real-world client.
No Classroom, No Problem: How We Made Group Work Work During a Pandemic
My experience working on the project during the pandemic was, unsurprisingly, quite different from a typical school year. During my freshman year, classes were held in person, but I honestly don’t remember much due to how abruptly everything changed once COVID-19 hit. It was a year of transition and uncertainty, and that blurred a lot of memories for me.
However, my sophomore year brought a unique set of circumstances that, in some ways, made certain aspects of school easier—particularly the research component of our major project. Since everything had shifted online, I found it more manageable to access information and organize research materials. Balancing a big project alongside other classes is always a challenge, especially because research is often the most time-consuming part. But being online already gave me an advantage—I didn’t have to commute or shift environments, which meant more uninterrupted time to really dig into the project.
We presented Cadbury chocolates. We were given a Code Client Brief, and our challenge was to create a fun and memorable campaign that brought awareness to Cadbury chocolates that targeted a specific age range of people and to choose which media channels were best to reach the audience. I was also fortunate to work with a really solid group. We communicated well and made sure to delegate responsibilities evenly. Each of us had a clear role, and because we had more time—about 8 to 10 weeks total—we were able to pace ourselves without feeling rushed. In comparison, the freshmen this year had only around six weeks to complete the same kind of project, which must’ve been much more intense.
Another factor that helped a lot was the support we received from our teachers. They were always available when we had questions or needed clarification, and their guidance helped us stay on track. Overall, the project didn’t feel overwhelming because we had structure, time, and a strong support system. Looking back, I’m grateful for how everything came together despite the unusual circumstances of the pandemic. It taught me a lot about adaptability, teamwork, and how to make the most of the resources available—skills that I continue to use.
Re-ReACT: The Next Generation
Observing the Re-ReACT presentations this year, it’s a little different. While the structure was the same, the focus shifted from product/service marketing to social justice issues. It was inspiring to see students present thoughtful campaigns on topics like climate change, racial discrimination, poverty, gun control, and human trafficking.
The winners this year were:
- The Climate Changers, presenting their campaign on climate change, of course
- Stop Hating and the Racial Resolve, both presenting campaigns for racial discrimination
- End Want, presenting their poverty campaign
- No Gun Prospects, presenting their campaign about gun control
- The Green Guardians, presenting their climate change campaign
- and finally, The Yellows who presented their human trafficking campaign.
As a former participant, it was rewarding to come full circle and witness the next generation using their voices to spark change.
