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Ad Council
No One Gets a Diploma Alone

RAN IN: United States

CLIENT
Ad Council

Nick Sugai, Campaign Director


Dollar General Literacy Foundation

Denine Torr, Senior Director, Community Initiatives

AGENCY
McKinney *Lead Agency

Ellen Page, Associate Creative Director
Dylan Meagher, Copywriter
Kevin Murray, Strategy Director
Melanie Wallace, Account Manager
Aubrey Jones, Broadcast Producer
Kara O'Halloran, Interactive Producer
Kerry O'Connor, Strategist
Stevie Archer, Group Creative Director


SUMMARY

With the No One Gets a Diploma Alone campaign, the most successful campaign in the program’s history, we motivated non-graduates to value the help of those around them and finish their high school education. By convincing them that they earn a diploma for and with those that matter most to them, we generated significant growth in awareness and consideration, leading to 48% increase in site visits for local class searches.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Mobile/Tablet Optimized Website;MOBILE/TABLET;Display Ad (Mobile/Tablet);Messaging/Editorial/Content;OOH;Billboard;Transit;PR;PRINT;Magazine - Print;RADIO;Spots (Radio);SOCIAL MEDIA;TV;Spots (TV)

Audience: Adults 25-35 without high school diploma

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English