When You Graduate, They Graduate PSA Campaign | Clapboard

When You Graduate, They Graduate

Description

In 2022, the Ad Council and The Dollar General Literacy Foundation (DGLF) launched the impactful integrated campaign "When You Graduate, They Graduate" in the United States, created pro bono by the creative agency BBH USA. This campaign is a powerful extension of their longstanding Finish Your Diploma initiative, designed to inspire adults without a high school diploma to complete their education. Through a compelling public service announcement, the campaign highlights the broader benefits of high school equivalency beyond improved job prospects and higher earnings, emphasizing the positive ripple effect that parental literacy and educational attainment have on the entire family. By positioning graduation as a shared milestone, the campaign appeals to both individual ambition and family wellbeing, encouraging viewers to see education as a catalyst for generational change. Leveraging insights into the Education and Public Interest sectors, the campaign uses a single media asset to convey its message with clarity and emotional resonance. As an initiative backed by the Ad Council, known for uniting creativity with social causes, the campaign capitalizes on strategic storytelling to raise awareness and motivate action among a critical audience segment. This initiative exemplifies how thoughtful marketing and communication strategies can bridge education gaps and foster community empowerment through accessible, relatable messaging. For more information and to stay updated on related efforts, viewers are encouraged to visit the Ad Council’s website and follow their social media channels, where ongoing conversations and resources support the broader mission of educational advancement.

Credits

Client

Ad Council, The Dollar General Literacy Foundation (DGLF), DGLF

Agency

BBH USA, BBH

Chief Campaign Development Officer

Heidi Arthur

Account Management

Tracy Danicich, Brandi Piper, Hadley Britt, Karley Edwards, Abby White

Strategic Planner

Rachelle Reeder, Meredith West, Sean Stokes, Khalem Charles, Rebecca Mir, Emil Zawatski, Denine Torre, Lindsey Basler, Catherine Royka, Aaron Gaita, Victoria Neal

Executive Creative Director

Rafael Rizuto, Amani Duncan

Creative Director

Sapna Ahluwalia, Yohan Daver

Art Director

Jack Hwang, Sofia Coelho

Copywriter

Isabella Ciardelli

Producer

Shelley Giera, Daniella Vargas, Grant Schuster, John Connolly, Patricia Getker, Michael Savitz, James Dean Wells, Sloan Alexander, Robert Suchecki, Angelina Phengphong

Production House

Method Laboratories

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