For most school districts, a snow day announcement is a simple message letting families know school is canceled.
At Hamilton Community Schools, it has become something a little more memorable.
The district's popular snow day video series recently earned a National School Public Relations Association (NSPRA) Award of Excellence in the Video Series category, recognizing years of creative and community-focused announcements that have become a winter tradition for many Hawkeye families.
What many people may not realize is that the tradition began with a student.
In January 2023, Hamilton High School student Aiden Lynch filmed a spontaneous "Breaking News! Lusk calls a snow day!" video after learning school had been canceled during a basketball game he was livestreaming. The energetic reaction quickly exploded online, generating millions of views and earning national attention from outlets including Good Morning America, ESPN, Inside Edition, and numerous television stations and media platforms across the country.
What started as a student's excitement over a snow day became a viral moment that put Hamilton Community Schools in the national spotlight.
"It kind of had a mind of its own," Superintendent Dr. Brad Lusk said during a recent H2Know Podcast. "It wasn't anything that was predicted or planned. It just happened naturally, which was really cool to see and hear and have fun with."
The following winter, the district decided to embrace that excitement by creating its own snow day announcement videos featuring Dr. Lusk, students, staff members, and a healthy dose of humor.
Over the years, Hamilton's snow day videos have generated thousands of views while giving students, staff, and community members something to smile about on cold Michigan mornings.
The district has recreated everything from Progressive Insurance commercials and Billy Mays infomercials to the classic Folgers Christmas commercial and the iconic Mean Joe Greene Coca-Cola commercial. Other videos have featured nods to National Lampoon's Christmas Vacation, student-athletes, district milestones, and popular social media trends.
"We try to think of some memorable commercials or movies or spoofs or whatever the case is that will relate to different pockets and try to move it around," Dr. Lusk said.
While the videos are designed to entertain, district leaders say there is a larger purpose behind them.
Hamilton still communicates school cancellations through its traditional channels, including phone calls, emails, website updates, and television stations. The videos are simply an additional way to connect with families and showcase the district's personality.
"We try to have a little fun with it," Dr. Lusk said. "If it brings a little attention to our district and shows that we like to have fun, but also celebrate our kids and community, why not?"
The videos also provide an opportunity to show a different side of education.
"Sometimes you've got to have a little fun in education," Dr. Lusk said. "We're a people-driven business. We want to show that life can have a little fun with it while we're still preparing students for purpose and helping them grow into the people they want to become."
Beyond the laughs, the videos have also helped introduce new audiences to Hamilton Community Schools. While viewers may initially tune in for a snow day announcement, many stay to learn more about the district's academics, athletics, fine arts programs, career and college readiness opportunities, and student experiences.
"I know it has gotten some people to pay attention to our district more," Dr. Lusk said. "Maybe it's a little bit of a hook into paying attention to the great things we have going on."
This award is one of three National Awards of Excellence that the district received from NSPRA to go along with the H2Know Podcast receiving recognition in the Podcasting category and Blaine Lugten's 2025 commencement speech in the Singular Video category.
As the district celebrates national recognition for the snow day video series, one thing is clear: Hamilton families can probably expect more creative snow day announcements in the future.
After all, award-winning ideas are hard to retire.
Just don't ask Dr. Lusk to reveal what's already waiting in the snow day video vault.
