In March 2009, Detroit Public Schools (DPS) was facing bankruptcy, a $305 million deficit, a decade-plus of substantially declining enrollment, and now the public backlash of closing 29 schools. All told, DPS could lose as many as 16,750 students for the 2009/2010 school year ? and millions in funding. DPS needed city families to believe great things happen at DPS. They didn?t need ads, they needed a movement. They got one. Results exceeded their enrollment projections and generated $49 million in funding – necessary for financial viability.