Prime Chuck Creative | San Francisco Unified School District/Spark*
Concept, copy, brand, naming. From marcom to advertising, Prime Chuck Creative is a valuable, complementary creative resource for agencies and clients alike.
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San Francisco Unified School District/Spark*

Function: Website, Naming


About This Project

Spark*, a non-profit organization dedicated to building private partnerships to support the San Francisco Unified School District, engaged Prime Chuck Creative to name an initiative and write the microsite that would drive donations from corporations and the public.

Remote learning had become a requirement for SFUSD students during the first wave of the coronavirus pandemic. Of USFD’s 55,000 students, 55% live at or below poverty level. Many didn’t have access to a computer or the WiFi necessary to participate and continue their education. The most vulnerable of San Francisco’s student population were at risk. The school year was just a few weeks away. And the state offered no funding to ensure that all public school students have equal access to learning technology. This was an emergency.

We named the initiative SF Unified Access, in reference to SFUSD and the equitable access to technology for all students. The website was created by Prime Chuck Creative in partnership with Spark* and Sara Williams of the Someland Foundation, who showed her passion for the project by donating $10 million. We were on our way towards our $25 million goal. The website can be found at

SFUSD has currently distributed 48,000 devices and met 100% of student requests for laptops. SFUSD is nearing its vision of being a 1:1 district where all students have the technology they need for a 21st-century education. This would be an historic achievement and one that would be fitting for this technologically driven city.