Real Adult Learners Inspire Peers to Get Their High School Diploma
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 centre 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 theCensus 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 two million people have been connected with adult education centres through the campaign website FinishYourDiploma.org. Across the United States, thousands of free and supportive adult education centres 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 centre in all 50 states and DC.
“Mofilm is incredibly honoured 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 and 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 centre 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 two million people with adult education centres, and driven 8.4 million visits here.
