Every 26 seconds a student drops out of school. Said another way, 7,000 students drop out of school daily —that’s more than 1 million students every year.
- Motivate potential students to go back to school for a GED diploma.
- Go beyond cliches of successful graduates thriving in thier dream job.
Fear of failure is pervasive in the US educational system. It perpetuates student insecurity and limits the student body’s outlook on success.
Source: Sir Ken Robinson, Ted Talk
Conducted qualitative research among dropouts, students, parents and teachers. The student journey was mapped from drop out to obtaining a GED. The journey revealed triggers, barriers, pain points and motivators.
Self-doubt is the #1 deterrent that keeps people from going back to school.
Kill the doubt. Motivate potential students to take the first step by helping them overcome their insecurities.
Take the first step, call the GED prep center.
Personality + Tone
Your straight-talking best friend that revs you up.
A fully integrated effort offered broadcast and digital communication to encourage folks to go back to school. An online locator tool was also developed to help students find the nearest student resource center.
This people-first approach led to an impactful and successful campaign that helped many people get back to school. The effort was also recognized by winning a silver at the Cannes Film Festival.