Data Centres: A Crucial Infrastructure
The non-profit organisation 7×24 Exchange International is keen to highlight the importance of data centres, which it regards as a vital component of modern infrastructure. In an innovative approach to foster understanding among younger audiences, the group has recommended a children’s story titled “What is a Data Centre?” This narrative features a badger named Honey, who receives a guided tour of a data centre from a worker named Oliver. Throughout the story, Oliver explains the essential role that data centre employees play in ensuring that the services provided are accessible at any time of day or night.
Honey’s curiosity is piqued when she asks, “Is it like when my mother shops online late at night while my father sleeps and doesn’t know?” This charming tale is part of a broader trend within the data centre sector, which, in response to growing opposition against the establishment of large data campuses, is adopting more creative and community-focused strategies to engage with the public.
Educating the Next Generation
According to Alex Molnar, a research professor at the University of Colorado Boulder and director of the National Centre for Educational Policy, industries facing public relations challenges—such as fast food, tobacco, and fossil fuels—have historically turned to schools to communicate their messages. “A significant reason corporations engage with schools is for corporate propaganda, not necessarily to sell a product, but to tell their ‘story’,” Molnar explains.
In an effort to connect with local communities, the Potomac chapter of the Association for Computer Operations Management (AFCOM) sponsored flag-making kits for Memorial Day, which were distributed to over 3,100 first graders across 37 schools in Loudoun County, Virginia, often referred to as “Data Center Alley.” Alongside these kits, children received informational cards highlighting the positive economic impact that data centres have on their locality.
Celebrating Data Centres with a Global Day
In addition to sharing heartwarming stories, 7×24 Exchange has initiated a celebration known as the “International Data Centre Day,” aimed at raising awareness about the industry and inspiring future talent. The organisation encourages schools to participate in this event, providing commemorative crossword puzzles and information regarding training programmes within the data centre sector.
Primary schools are offered themed colouring pages, instructions for science projects on evaporation, and printables such as “Draw a Cloud” and “Draw a Data Superhero.” Furthermore, they promote a selection of children’s books that delve into the world of data centres, including tales of siblings visiting a data centre and meeting a robot named JB, as well as a story about a mother explaining data centres to her daughter.
Engaging Students Through Field Trips
This year, 7×24 Exchange has organised or participated in at least half a dozen events for primary and secondary students in schools nationwide. For instance, in Minnesota, they took students from Fridley High School on a tour of a local diesel power generation facility run by Cummins, where they learned about the generators that power data centres globally. Neither 7×24 Exchange nor Cummins responded to requests for comments regarding these initiatives.
Moreover, the outreach efforts extend beyond 7×24 Exchange. A review of public blogs and social media posts indicates that since 2025, at least eleven companies and industry groups have arranged visits to local data centres. Sabey, which operates seven data centres in the United States, has organised several tours for high school students in Washington, including a visit in May for students from Eastmont High School and previous tours for other local schools.
Addressing Public Perception
Despite these efforts, some educators question the effectiveness of such visits. Molnar expresses scepticism regarding the relevance of data centres to young students. “Why would a third grader be interested in a data centre?” he wonders, adding that the reality of such visits often consists of “miles and miles of the most boring things you can imagine—rows of servers generating immense heat and noise, with very few people present once the facilities are built.”
As companies seek to improve their public image amidst rising tensions surrounding data centre construction, these outreach activities are becoming increasingly significant. A recent Pew Research survey revealed that around half of the 10,000 Americans surveyed view data centres as “mostly harmful” to the environment and quality of life, with diverse groups mobilising against their expansion, particularly near schools.
The Ethics of Corporate Influence in Education
By providing educational materials and organising field trips, industries aim to maintain their social licence to operate within communities. The data centre sector appears to be following a model used by other industries to garner support from both children and their parents. For instance, the fossil fuel industry has invested in university research projects and STEM programmes in primary and secondary education, while the tech sector has similarly backed STEM initiatives and advocated for computing to count as a science credit.
However, Molnar raises concerns about the appropriateness of corporate influence in schools, arguing that children are in a position of “absolute defencelessness.” He emphasises the need for protection from such influences, stating, “As an adult, I have access to alternative information and the critical capacity to evaluate what I hear and form an opinion. None of that applies to children.”