The Finish Your Diploma campaign recently released new public service advertisements (PSAs) to mark 15 years of empowering adults to complete their high school equivalency, such as their GED or HiSET. Launched in 2010 by the Ad Council and the Dollar General Literacy Foundation (DGLF), the national campaign has connected more than 2 million people to free local adult education centers.
Designed to reach the nearly 30 million adults in the United States without a high school diploma, the campaign encourages learners to use FinishYourDiploma.org’s zip code search tool to find free local classes near them and take the first step towards a brighter future.
Since its inception, the campaign has driven 9.26 million visits to FinishYourDiploma.org, connected 2.18 million people to local education centers, and received over $384 million in donated media—helping remove barriers around adult education and inspiring millions. Over the last 15 years, the campaign has built partnerships with industry leaders in marketing, media, and tech to amplify real graduate stories and inspire adult learners across the country. The campaign’s strategic ad placements, donated media, and national PSAs continue to change the way people think about earning their high school equivalency.
Adults without a high school diploma often face higher unemployment rates and significantly lower earning potential, according to the latest available data from the U.S. Census Bureau. In the latest survey, viewers of the Ad Council’s PSAs were 74 percent more likely to have taken an action towards getting their high school equivalency (HSE) in the past year.
This year’s new creative work highlights Elizabeth, a graduate who earned her high school equivalency at age 38 with the support of her local adult education center. The moving PSA captures Elizabeth’s story of overcoming obstacles to achieve her education dreams, become a school nurse, and serve as an inspiration to her friends and family. The creative work shares Elizabeth’s inspiring message: “If you can take that first step, the sky’s the limit.”
“Elizabeth’s story, along with the countless others we have highlighted in these fifteen years, reminds us of the impact that obtaining a high school diploma can have not only on an adult learner, but their family, friends, and community,” said Heidi Arthur, chief campaign development officer at the Ad Council. “We are deeply proud of what this campaign has accomplished and of all the partners whose commitment has made this progress possible.”
Additionally, the Ad Council has developed a video celebrating the campaign’s impact across its 15-year history and honoring the media and creative partners who have made the effort such a success.
“Simply knowing where to go to get support preparing for your high school equivalency can be a challenge. For 15 years, this campaign has been helping remove that barrier,” shared Denine Torr, executive director of the Dollar General Literacy Foundation. “With the gracious support of media and creative partners, we hope this new PSA and our ongoing campaign inspires more individuals to use available resources and tools to enroll in literacy programs in their communities and take the first step toward achieving their dreams.”
The campaign is supported by the Ad Council’s generous media partners which extend the campaign’s reach through donated media placements across TV, digital, radio, print, social, and out-of-home channels.
Adults looking to take the next step can visit FinishYourDiploma.org to find free and supportive local classes by searching for their zip code.
About the Ad Council
The Ad Council convenes creative storytellers to educate, unite, and uplift audiences by opening hearts, inspiring action, and accelerating change. For more than 80 years, the non-profit 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, Friends Don’t Let Friends Drive Drunk, Tear the Paper Ceiling, and many more. To learn more or get involved, visit AdCouncil.org, join the Ad Council’s communities on Facebook, Instagram, and LinkedIn, and view campaign creative on YouTube.
About 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 $275 million in grants to non-profit organizations, helping more than 23.8 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, non-profit 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.
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