The Platte County School District is proudly celebrating the 20th year of its Pirates ROCK program.
Pirates ROCK (Raising Outstanding Character Kids) was established in 2004, by the late Tina Zubeck who served as Director of Communications, Platte County School District at that time.
“She worked with our school counselors to develop the program after identifying a need in our schools for character development,” Laura Hulett, Director of Communications, Platte County School District said. “Pirates ROCK is designed to unite our schools, families, and community in supporting students as they develop positive character traits and good habits that will benefit them not only in school, but in life.”
The program was first organized through a partnership between the Platte County School District and local community leaders who shared the goal of building a stronger school-community connection that reinforced positive character education and created consistent expectations for students both at home and at school.
“Leader in Me and Character Strong are research-based frameworks that guide our approach to character education,” Hulett said. “Leader in Me is built on Stephen Covey’s 7 Habits of Highly Effective People and helps students build leadership, responsibility, and problem-solving skills. Character Strong provides lessons and activities that develop empathy, compassion, and relationship skills. Together, they give our teachers and students the tools to practice habits and traits that lead to strong character and lifelong success. Both programs align well with our character development goals through Pirates ROCK and provide structure for daily and monthly practice, while initiatives like Got Character at PCHS give older students the chance to model those habits for younger Pirates.”
The continuous growth of the program has shown how popular and meaningful the program is for students and their families in the community.
More community partners are becoming involved with the program, and there has been increased parent engagement and stronger connections across all grade levels.
“It has become a tradition that our students, families, and staff look forward to every year,” Hulett said. “Over the years, it has grown to include not just monthly trait recognition in classrooms, but also large-scale initiatives like Got Character. That program started with just 12 high school students being featured each year; now, there’s no limit to how many can participate as long as they commit to living out the Pirates ROCK pledge.”
Specific character trait focus work is an important part of the program. While one specific character trait is highlighted each month, students can be recognized by teachers and staff when they demonstrate any of the year-long character traits or leadership skills.
“At the high school level, the Got Character program takes this further,” Hulett said. “Students apply, sign a pledge to remain drug- and alcohol-free, and are then featured on posters and trading cards tied to one of the monthly traits. Got Character seniors then sign up to visit elementary and middle schools to be role models and talk about their character. The trading cards are used as a fun, peer-to-peer way for older students to mentor younger ones, rewarding them for showing good character in their own schools.”
The program’s community and business partners sponsor events and display Got Character posters in their businesses. They also provide incentives for students and serve as community role models.
“Our Pirates ROCK business partners are invaluable,” Hulett said. “We’re always looking for more partners who want to join us in encouraging positive character and healthy choices for our kids.” Businesses are encouraged to contact Hulett at the District office to set up a building Pirates ROCK sponsorship.
While inspired by national character education initiatives, Pirates ROCK is unique to Platte County. “The Got Character element, especially, is a locally-grown idea that combines character recognition with healthy lifestyle pledges and mentorship,” Hulett said. “We partner with Platte County Prevention Coalition to bring the Got Character initiative to life.”
Other school districts are showing an interest in how the Platte County School District wove character education, prevention, and community partnerships together into a sustainable program, and other county prevention coalitions have similar programs.
Over the years, students have found the program to be very beneficial for themselves and their families.
“High school students in the Got Character program often tell us that being chosen as a role model is an honor, and that making the pledge gives them accountability that strengthens their own choices,” Hulett said. “Younger students love collecting the trading cards and meeting high schoolers who are walking examples of positive character. Families tell us the program gives them a shared language and practical tools for reinforcing character at home, and creates pride in our community.”
The mascot of the program has also become popular in the community. PC the Parrot was introduced as the Pirates ROCK mascot to give students a fun, recognizable symbol of positive character. PC is a frequent visitor at community events, spreading excitement and reinforcing the monthly character themes in an engaging way for younger students.
“Oftentimes, our middle school National Junior Honor Society students are the ones volunteering to bring PC to life, earning service hours while spreading joy,” Hulett said.
The program has been successful in not only encouraging students to focus on good grades, but also to focus on character traits that will help them throughout their lives.
“Pirates ROCK helps students by giving them a strong foundation in the skills our community has identified as most critical for success, things like communication, critical thinking, goal setting, and especially exhibiting positive character traits such as integrity, responsibility, and perseverance,” Hulett said. “While mastering core academics is essential, our survey of families and community members showed that they want just as much emphasis on qualities like drive, determination, and personal integrity. Pirates ROCK creates consistency across home, school, and community so those values aren’t just taught once, they’re practiced and reinforced consistently.”