For the Go Beyond Grades campaign in New York City, we conducted a survey of K–12 public school parents to better understand parent mindsets, worries, and beliefs about their children’s education. The research explores how parents perceive their child’s grade-level achievement—often equating good grades with grade-level mastery—and includes insights from parents of children who learn differently. In addition to this pre-campaign research, we have included a post-campaign evaluation assessing the campaign’s reach, impact, and effectiveness in shifting parent awareness and understanding.