Jennifer Medina:

advertising campaign that looks as if it came from Apple’s marketing department, the initiative is meant to create high schools with new approaches to education. In essence, Ms. Powell Jobs and her team of high-profile educators and designers hope they can crowd-source a solution to a problem that has flummoxed policy makers for decades.

“The system was created for the work force we needed 100 years ago,” Ms. Powell Jobs said in an interview here Friday. “Things are not working the way we want it to be working. We’ve seen a lot of incremental changes over the last several years, but we’re saying, ‘Start from scratch.’ ”

Called XQ: The Super School Project, the campaign is meant to inspire teams of educators and students, as well as leaders from other sectors, to come up with new plans for high schools. Over the next several months, the teams will submit plans that could include efforts like altering school schedules, curriculums and technologies. By fall next year, Ms. Powell Jobs said, a team of judges will pick five to 10 of the best ideas to finance.

Related: Madison’s “High School Redesign” and “Small Learning Community” adventures.