GED Achievement (2012)

GED Achievement

BACKGROUND:
Every year, nearly one in four American students—more than one million—do not graduate high school with their class. In total, more than 34.6 million adults 18+ in the United States do not have a high school diploma. After leaving high school, many regret their decision and would like to continue their education. A high school equivalency diploma is often the first step in this process; however, those who qualify for a high school equivalency diploma may not know where to go to get help.

The Ad Council partnered with The Dollar General Literacy Foundation to develop a public service advertising (PSA) campaign that encourages individuals to obtain their high school equivalency. DDB Chicago joined the team as the pro bono advertising agency. The campaign dramatizes that “you can take the first step” towards getting a high school equivalency and directs viewers to the toll-free number 1-877-389-6874 and website FinishYourDiploma.org where they can find free referrals to local high school equivalency programs and information on the high school equivalency process.  

TARGET AUDIENCE:       

  • Individuals ages 25-49 who have not graduated from high school.

KEY MESSAGE:
You CAN take the first step. 

DONATED MEDIA:
Almost $40 million in donated media support from 2010-2012.

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