President Obama’s Back to School Pitch

President Obama will appear in a 30-minute documentary tied to the first day of school and roadblocked across all of Viacom’s cable networks, including MTV, Comedy Central and VH-1.

He’ll talk about the importance of education in a special called “Get Schooled: You Have the Right,” which also will feature Kelly Clarkson and LeBron James. It focuses on the personal challenges faced by Obama speechwriter Sarah Hurwitz, Clarkson’s music director Jason Halbert and James’ marketing exec Latesha Williams.

The program, which is commercial free and will air at 8 p.m., is the kickoff of a five-year initiative called “Get Schooled,” which is developed by Viacom and the Bill & Melinda Gates Foundation. The intent is to get more corporate and community support for public schools.

Obama’s appearance is not revolutionary, as presidents routinely appear in PSAs. But before the election, there was speculation as to how he would tap into nonprofits and entertainment.

Here’s what Obama says in the doc:

“What Sarah, Jason and Latesha’s stories teach us is that education is the key to living out your dreams. So as this new school year begins, I urge you to set goals for your own education: to study hard and get involved in your school; to try new things and find something you’re passionate about. Don’t be afraid to ask questions and ask for help when you need it. That’s how you learn. That’s how you get ahead. And that’s how our nation will get ahead – by ensuring that every American gets a world class education, from preschool to college to a career. So get schooled. Your future – and our nation’s future – depend on it.”

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