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Special Project

Special Project
From the 16th Annual Shorty Awards

Yearbook - Ariel

Entered in Social Good Campaign


Motivate adults without a high school diploma to pursue their high school equivalency and connect them with information to get started. 

Strategy and Execution

Pursuing a high school equivalency degree can seem like a large and daunting endeavor, but it can make a huge difference in a person’s life. And not just for themselves but also for their loved ones. Opportunities can be limited for adults without a high school diploma. Many work multiple jobs with lower pay and less stability to support themselves and their families. In fact, those without a high school degree represent nearly 3 in 10 adults with household incomes below the federal poverty line.

Featuring real families, the new “Yearbook” creative aims to inspire adults to see that achieving a high school diploma can open the doorway to opportunities for both the adult who graduates and their loved ones.

The key is to take the first step at one of the thousands of free adult education classes around the country. The PSAs direct viewers to find free adult education classes by visiting Help is waiting, and teachers at local centers will guide adults through the process toward finishing their diploma.


Since the campaign launched on January 4th, 2024 we have seen a 41% increase in website sessions, a 44% increase in total website users, and a 31% increase in zip code searches, our campaign KPI.

With the work only being in the market for one month, we’re looking forward to seeing the continued performance and engagement across this campaign.


Video for Yearbook - Ariel

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