The History of CHARACTER COUNTS!

CHARACTER COUNTS! is a global character education initiative that has grown into one of the most influential programs of its kind in the world, impacting over 8 million young people and their families annually. 

CHARACTER COUNTS! was launched in 1992 by the Joseph and Edna Josephson Institute of Ethics, an nonprofit organization founded and funded by Michael S. Josephson in honor of his parents.

CHARACTER COUNTS! is based on a practical, nonsectarian framework to define good character and provide guidelines for the development of good character for schools, youth-serving organizations, and parents.

It is grounded in the belief that building character is essential for both personal fulfillment and the health of society. At its core are the Six Pillars of Character—trustworthiness, respect, responsibility, fairness, caring, and citizenship—values designed to transcend political, religious, and cultural differences.

CHARACTER COUNTS! has grown from to receive formal recognition by Congress and expanded globally through education, athletics, and public service. Its development was shaped by the vision and entrepreneurial spirit of Michael S. Josephson, whose career as an educator and ethicist laid the groundwork for one of the most enduring character education movements in the world.

After graduating from UCLA Law School in 1967 and delivering the valedictory address for all graduate divisions, Josephson joined the faculty at Loyola Law School. By 1971, he became the youngest professor to earn tenure, gaining a full professorship at just 26 years old. In parallel with his academic career, he founded and ran legal education and publishing businesses for two decades, providing law students and professionals with valuable resources. In 1987, Josephson sold these companies and used $1 million from the sale to establish the Joseph and Edna Josephson Institute of Ethics in honor of his parents.

The Institute was dedicated to promoting ethics across education, sports, and public service, and from this mission grew the CHARACTER COUNTS! program, launched in 1992. The founding of CHARACTER COUNTS! was shaped by the Aspen Declaration, a pivotal consensus statement that emphasized the need for schools and communities to teach universally accepted ethical values. The Aspen Declaration asserted that character education was critical to the success of individuals and the well-being of society and must be presented in ways that are nonpartisan, nonsectarian, and accessible to all. These principles were embodied in the Six Pillars of Character, which became the cornerstone of CHARACTER COUNTS!

To amplify its reach, Josephson formed the CHARACTER COUNTS! Coalition, bringing together major youth-serving organizations, including the YMCA, Little League Baseball, Boys & Girls Clubs of America, 4-H, and others. These organizations shared a commitment to integrating the Six Pillars framework into their programs, fostering a unified approach to character development. This Coalition helped CHARACTER COUNTS! gain national momentum, with schools and communities quickly adopting the program.

In 1993, CHARACTER COUNTS! achieved a major milestone when Congress passed a bipartisan resolution establishing the third week of October as National CHARACTER COUNTS! Week. The resolution has been renewed annually, with endorsements from both Democratic and Republican presidents, a testament to the initiative’s nonpartisan nature. National CHARACTER COUNTS! Week has become a focal point for schools and organizations across the country, encouraging discussions about ethics and providing students with opportunities to demonstrate the Six Pillars in action.

As CHARACTER COUNTS! gained prominence, Josephson recognized that its framework could be expanded beyond education. In 1996, he launched Pursuing Victory with Honor, a program that applied the Six Pillars to youth sports. Josephson believed that athletics provided a unique setting for teaching values like teamwork, respect, and fair play. Working with Little League Baseball, the YMCA, and other athletic organizations, the initiative produced Gold Medal Standards for Youth Sports, offering guidelines for coaches and athletes to cultivate integrity on and off the field. In 2004, the U.S. Olympic Committee adopted these standards, embedding the principles of Pursuing Victory with Honor into the preparation of Olympic athletes.

CHARACTER COUNTS! also made an impact in public service, with the Josephson Institute developing ethics training programs for state legislators, congressional staffers, and other government officials. These programs emphasized the importance of integrity and accountability in governance. The Institute also published the Principles of Public Service Ethics, a guide to help public officials make ethical decisions and maintain public trust.

As the program grew, it expanded internationally, with schools and organizations in Colombia, Puerto Rico, Panama, Nigeria, and Bolivia adopting the Six Pillars framework. This global reach demonstrated the universality of CHARACTER COUNTS!, showing that its core values could resonate across different cultures and contexts.

In 2019, the Josephson Institute entrusted the future of CHARACTER COUNTS! and Pursuing Victory with Honor to The Robert and Billie Ray Center at Drake University. Under the leadership of Scott Raecker, the Ray Center took over the management and expansion of both programs. The partnership ensured that the initiatives would continue to evolve, providing resources and support to schools, athletic leagues, and communities worldwide. Josephson expressed confidence in the transition, believing that Drake University’s commitment to ethical leadership made it the ideal steward of his programs.

As CHARACTER COUNTS! evolved, Josephson created the Model Standards for Educators: Academic, Social-Emotional, Character, and School Culture Development. The Model Standards provide educators with a comprehensive, fully integrated statement of what educators can and should do to create a positive school culture and prepare students to:
  1. succeed in school (including post-secondary education),
  2. succeed in the workplace,
  3. become engaged, ethical, and productive citizens, and
  4. live happy, worthy, and fulfilling personal lives.

Throughout his career, Josephson has been recognized for his contributions to ethics and education. In 2011, he was named UCLA’s Alumni of the Year, an honor that acknowledged his profound impact on character development across multiple fields. In addition to his work with CHARACTER COUNTS!, Josephson has shared his insights on ethics through radio commentaries, essays, and books, inspiring individuals to live with integrity and purpose.

Today, CHARACTER COUNTS! remains a vital force in schools, youth programs, and communities, demonstrating the enduring truth that “what we do matters, and character counts in everything we do.” Under the guidance of the Ray Center at Drake University, the program continues to reach millions, offering practical tools for living a life of honor and responsibility.

Josephson’s legacy lies not only in the success of CHARACTER COUNTS! but in the lives of those who have been touched by its message. From classrooms to sports fields to government offices, the Six Pillars of Character have become a guiding framework, helping individuals and communities build a more ethical world. Through his vision and dedication, Josephson has shown that character is the foundation for a meaningful life—and that teaching values is an investment in the future.