CLIENT: DOLLAR GENERAL LITERACY FOUNDATION & AD COUNCIL

PROJECT: YOURGED  

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.

The website is the real focus of the GED Pep Talk campaign. It features a range of 13 Pep Talkers — from gentle to aggressive
— and students can simply use a slider to select the level of motivation they need.

The commercials: “Call Center”

TEXTING INITIATIVE
This TV spot and bus shelter helped drive the text initiative which allowed students to send a text, including the name
of the person they wanted a pep talk from, and they got a call back within minutes from their pep talker of their choice.

The radio spot

Wild postings gave each individual pep talker a chance to stand on their own.

Billboards showed the range of pep talks prospective students could watch online or hear over the phone.

CREDITS:

CCO: Ewan Paterson
CDs: Alex Zamiar, Jonathan Richman
ART DIRECTOR: Matt Collier
WRITER: Wayne Robinson
EXECUTIVE PRODUCER: Scott Kemper
EXECUTIVE PRODUCER: Jon Ellis
PRODUCTION COMPANY: Wondros
DIRECTOR & PHOTOGRAPHER: Jesse Dylan