The recently created Equality Office within the New York City Department of Education is charged with assessing levels of equity across every DOE function and then addressing inequities at key leverage points through innovative initiatives. In its first year, it is seeking to increase demand across the school system by “re-branding achievement” so that education becomes a highly sought after “product” that all students value and desire. The Equality Office is focused on various inter-related programs: unique incentive programs offering students short-term performance-based rewards; a powerful messaging campaign that highlights positive individuals who exemplify the connection between education and success; and a workplace-based mentoring program that exposes students to diverse opportunities. Each initiative will be piloted, evaluated, and scaled upon demonstrated success.