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DGLF and Ad Council Campaign Highlights Positive Impact of Earning a High School Diploma

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Campaign from BBH encourages adults to finish their diploma, as parental literacy can be an early indicator for a child's success

DGLF and Ad Council Campaign Highlights Positive Impact of Earning a High School Diploma

The Dollar General Literacy Foundation (DGLF) and the Ad Council are releasing new public service announcements (PSAs) today to reach adults without a high school diploma. As part of their longstanding Finish Your Diploma campaign, the new ‘When You Graduate, They Graduate’ campaign shows that along with increased job opportunities and higher earnings, parental literacy and high school completion can have a positive ripple effect on the family. The campaign was developed pro bono by creative advertising agency BBH USA.

Experience the interactive Multichannel News Release here.

"The Dollar General Literacy Foundation believes in the power of education to level the playing fields in life, increase career pathways and help open doorways to additional opportunities," said Denine Torr, executive director of the Dollar General Literacy Foundation. "We are proud to partner with the Ad Council and BBH USA to inspire adults to take the first step in completing their high school diploma."

More than 34 million adults in the United States do not have a high school diploma and over one million young adults drop out of high school each year. Without a high school diploma, these individuals are more likely to experience higher rates of unemployment and lower wages.

The campaign offers a much-needed solution by making it easy for people to access one of the thousands of free adult education centres around the country. The campaign directs viewers to find free classes near them using a zip code search tool on the campaign website, FinishYourDiploma.org. Classes are also offered in Spanish, supporting adult learners who speak English as a second language.

The new ‘When You Graduate, They Graduate’ PSAs will run in English and Spanish on all platforms, including television, radio, online and print.

"It is a privilege to partner with the Ad Council and the Dollar General Literacy Foundation to elevate this important message," said BBH USA chief creative officer Rafael Rizuto. "We believe these moving PSAs featuring real-life stories will inspire adults to take another step towards an even brighter future for themselves and their children."

The PSAs, directed by accomplished short form director Keenan Wetzel, feature caregivers who have completed their high school diploma, along with their children and families.

"We're proud to celebrate the accomplishments of these graduates and the hard work they have put in to finish their diplomas," said Lisa Sherman, Ad Council president and CEO. "We hope that by showing real stories in such a relatable way, it will motivate others to start this process and change their futures for the better."

The Finish Your Diploma campaign is a longstanding, successful collaboration between DGLF and the Ad Council. Since the original campaign launched in 2010, it has connected 1.8 million Americans with the information they need to sign up for free adult education classes at FinishYourDiploma.org. The campaign is supported by long time media agency Starcom, who is extending the reach of the latest creative via donated media provided by multiple media partners.

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Client

CLIENT: AD COUNCIL

CHIEF CAMPAIGN DEVELOPMENT OFFICER: Heidi Arthur

VP, CAMPAIGN DIRECTOR: Tracy Danicich

CAMPAIGN DIRECTOR: Brandi Piper

ASSISTANT CAMPAIGN MANAGER: Hadley Britt

VP, STRATEGY & EVALUATION: Rachelle Reeder

DIRECTOR, MEDIA STRATEGY: Meredith West

DIRECTOR, MARKETING & COMMUNICATIONS: Sean Stokes

ASSISTANT MANAGER, MARKETING & COMMUNICATIONS: Khalem Charles

DIRECTOR, DIGITAL PRODUCT MANAGEMENT: Rebecca Mir

DIGITAL PRODUCT MANAGER: Emil Zawatski

CLIENT: DGLF

VP, CORPORATE RESPONSIBILITY & PHILANTHROPY: Denine Torre

MANAGER, CORPORATE RESPONSIBILITY & PHILANTHROPY: Lindsey Basler

CORPORATE RESPONSIBILITY & PHILANTHROPY SPECIALIST: Catherine Royka

Client
Agency

AGENCY: BBH

CCO: Rafael Rizuto

CEO: Amani Duncan

CREATIVE DIRECTORS: Sapna Ahluwalia, Yohan Daver

SENIOR ART DIRECTOR: Jack Hwang

ART DIRECTOR: Sofia Coelho

COPYWRITER: Isabella Ciardelli

SENIOR CONTENT PRODUCER: Shelley Giera

ACCOUNT DIRECTOR: Karley Edwards

ACCOUNT SUPERVISOR: Abby White

STRATEGY DIRECTOR: Aaron Gaita

STRATEGIST: Victoria Neal

BUSINESS AFFAIRS DIRECTOR: Daniella Vargas

BUSINESS AFFAIRS: Grant Schuster

HEAD OF PRODUCTION: John Connolly

Production

PRODUCTION: Method Laboratories

DIRECTOR: Keenan Wetzel

DP: Matthew Pothier

LINE PRODUCER: Patricia Getker

EXECUTIVE PRODUCER: Michael Savitz

Stills

PHOTOGRAPHER: James Adams

Edit

EDITORIAL: Hiatus

EDITOR: Shane Ford

ASSISTANT EDITOR: Amanda Learman

MANAGING DIRECTOR: Laura Hochthanner

Colour

COLOUR GRADE: Rare Medium

COLORIST: Mikey Rossiter

Music

MUSIC: Human

Arrangement by; Human

Composer: Jon Hubbell

Executive Producer: James Dean Wells

Creative Lead: Andrew Bloch

Mix of Films by Post Human

Chief Engineer: Sloan Alexander

Post Producer: Robert Suchecki

Audio Mix for Radio: SqueakEClean

Producer: Angelina Phengphong

Mixer: Surachai Sutthisasanakul

Categories: Education, Corporate, Social and PSAs

BBH USA (New York), Wed, 18 May 2022 15:47:23 GMT