New videos promote adult education for the 30
million adults in the United
States without a high school diploma
NEW
YORK, Sept. 12, 2024 /PRNewswire/ -- The Dollar
General Literacy Foundation (DGLF) and the Ad Council today
announced new public service advertisements (PSAs) encouraging
adults to take the first step towards a better future by completing
their high school equivalency, such as their GED or HiSET. This
latest iteration of the longstanding "Finish Your Diploma" campaign
drives audiences to FinishYourDiploma.org to find free local
classes at an adult literacy center near them using a ZIP Code
search tool. The newest PSA material continues to celebrate the
free support available to those interested in completing their high
school equivalency alongside the positive ripple effect that
earning a diploma can have on one's family and community.
According to the Census Bureau, nearly 30 million adults in
the United States lack a high
school diploma. The lack of a high school credential or
equivalency is associated with higher rates of unemployment
and lower wages. In fact, those without a high school credential
represent nearly 3 in 10 adults with household incomes below the
federal poverty line.
"These powerful new PSAs capture the life-changing impact that a
high school equivalency can have not only on an adult learner, but
their entire community," said Heidi
Arthur, chief campaign development officer at the Ad
Council. "We're proud to continue our partnership with the Dollar
General Literacy Foundation and are committed to inspiring adults
to take the transformative first step towards earning their high
school diploma."
The new PSAs, developed pro bono by creative content agency
Mofilm, share the stories of Darlene and Jamie, who obtained
their high school diplomas as adults. "Once I got my high school
diploma, so many opportunities opened up for me," said Jamie, the
star of one of the new videos. "My high school diploma gave me
confidence and made me more excited for the future."
Since 2010, over 2 million people have been connected with adult
education centers through the campaign website
FinishYourDiploma.org. Across the United
States, thousands of free and supportive adult education
centers are available to guide adults ready to pass a high school
equivalency test and earn their diploma. The "Finish Your Diploma"
campaign's Zip Code search tool makes it easy to find an adult
education center in all 50 states and DC.
"Mofilm is incredibly honored to partner with the Ad Council and
the Dollar General Literacy Foundation for another year of this
impactful campaign," said Anisha
Madzounian, director, business operations & growth for
Mofilm. "It's always inspiring to choose which real stories to
bring to life, especially with so many graduates' journeys
showcasing the power of achieving a high school equivalency. By
highlighting a variety of paths and diverse stories, we hope anyone
watching can see themselves in the journey, encouraging them to
seek out an adult literacy center and take that first step toward a
brighter future."
"Sometimes, finding where to go for support in preparing for
your high school equivalency is the hardest step," said
Denine Torr, executive director of
the Dollar General Literacy Foundation. "The beautiful stories of
Darlene and Jamie's educational journey and their accomplishments
are inspiring. We hope that the ads provide not only the tools to
enable individuals to locate a local program, but also the
encouragement to take the first step in their continued educational
journey."
The campaign is supported by the media agency of record,
Starcom, which extends the reach of the latest creative work
through donated media from various partners like Meta and TikTok.
The new PSAs will appear in donated time and space nationwide
across broadcast, digital, radio, social, out-of-home and print
formats.
Since 2010, the campaign has received over $345 million in donated media support, connected
more than 2 million people with adult education centers, and driven
8.4 million visits to FinishYourDiploma.org.
To learn more about the campaign and find an adult education
center near you, visit FinishYourDiploma.org.
The Dollar General Literacy Foundation
The Dollar General Literacy Foundation is proud to support
initiatives that help others improve their lives through literacy
and education. Since 1993, the Foundation has awarded more than
$254 million in grants to nonprofit
organizations, helping more than 21.8 million individuals take
their first steps toward literacy, a general education diploma or
English proficiency. Each year, the Dollar General Literacy
Foundation provides financial support to schools, nonprofit
organizations and libraries within a 15-mile radius of Dollar
General stores and distribution centers. To learn more about the
Dollar General Literacy Foundation or apply for a literacy grant,
visit www.dgliteracy.org.
The Ad Council
The Ad Council convenes creative storytellers to educate, unite
and uplift audiences by opening hearts, inspiring action and
accelerating change around the most pressing issues in America.
Since the non-profit's founding, the organization and its partners
in advertising, media, marketing and tech have been behind some of
the country's most iconic social impact campaigns – Smokey Bear, A Mind Is a Terrible Thing to
Waste, Love Has No Labels, Tear the Paper Ceiling and many more.
With a current focus on mental health, gun safety, the opioid
epidemic, skill-based hiring and other critical issues, the Ad
Council's national campaigns encompass advertising and media
content, ground game and community efforts, trusted messenger and
influencer engagement, and employer programs, among other
innovative strategies to move the needle on the most important
issues of the day. To learn more or get involved, visit
AdCouncil.org, join the Ad Council's communities on Facebook,
Instagram, LinkedIn and X, and view campaign creative on
YouTube.
Mofilm
Mofilm is a creative content agency within The Brandtech Group,
the world's #1 digital-only marketing group. For over a decade,
Mofilm has delivered powerful results for the world's largest
brands - including Coca-Cola, Chevrolet, Hyatt and Unilever - with
a unique approach that is innovative, sustainable, and inclusive by
design. Leveraging a blend of smart AI solutions and
the latest tech with people-powered creative productions, Mofilm
delivers authenticity at scale better, faster and cheaper than
anyone else while preserving premium commercial quality.
Their 'creative department' is made up of 10,000+ global
creators, making it as diverse as the world we live in. Mofilm has
emerged as the industry leader in connecting brands with skilled
creators through expert curation of top talent in front, behind,
and around the camera. This thoughtful approach ensures a seamless
reflection of shared and lived experiences with every unique
subject matter and project brief. To see recent case studies of our
work, visit us at, Mofilm.com
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SOURCE The Ad Council