An advertising executive with two children in the Pasco County school system has joined the growing race for School Board District 2. Donald Stephenson III, 40, announced Friday he would challenge incumbent Joanne Hurley for the seat she has held for one term.

Stephenson, an associate creative director for the 22squared advertising agency, said he was running as a conservative who would work on behalf of students and parents.

"I do have some concerns about the curriculum," he said. "I would like to do what I can as a School Board member ... to focus on maybe a little bit more of a traditional curriculum." He mentioned specifically social studies lessons, and suggested that International Baccalaureate is "anti-American" and might be replaced.

Stephenson also spoke about maintaining financial discipline and responsibility, including areas such as classroom technology expenses. He also made clear he would not accept any contributions from teacher unions.

Bryan V. Williams, a member of the Connerton Elementary school advisory council, also has filed to seek the District 2 seat.