CLIENT: DOLLAR GENERAL LITERACY FOUNDATION & AD COUNCIL
After a successful first year, The Dollar General Literacy Foundation wanted a second campaign to encourage people
to get their GED Diplomas.We Creative Directed the project, and Matt Collier and Wayne Robinson came up with a
brilliant idea: the YourGED Pep Talk Center, where students could get whatever level of motivation they needed to
get their degree — from a gentle pep talk to an in-your-face, aggressive pep talk.
All they had to do was visit Yourged.org or call the hotline to get their perfect pep talk.
The campaign won a Bronze Lion at Cannes, got covered by Fast Company's CoCreate, shortlisted at the Webbys in
3 categories, shortlisted at the Clios and yourged.org had over 6 million page views.