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 General Educational Development (GED®) diploma is often the first step in this process; however, those who qualify for a GED® 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 GED®. DDB Chicago joined the team as the pro bono advertising agency. The campaign dramatizes that “you can take the first step” towards getting a GED® and directs viewers to the toll-free number 1-877-38-YOURGED and website YOURGED.org where they can find free referrals to local GED® programs and information on the GED® diploma process. 

TARGETAUDIENCE:       

  • Individuals in their mid-to-late twenties who have not graduated 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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