Optimus/Chicago and DDB/Chicago have joined forces to create a series of videos and a TV spot encouraging people who didn't graduate from high school to take the necessary steps to get a GED diploma -- a document that certifies the holder has attained high school level skills and knowledge. The introductory video, posted at www.yourged.org, is fairly basic. It shows several young people who have made the decision to get their GED. We hear a little about what forced them to drop out of school and what happened to them subsequently.
A more interesting execution is the 60-second TV spot, also posted on the site. It does a masterful job of first capturing the dejection and isolation of people whose lives appear to have reached a dead end. Then, ever so slowly, we see them start to break down the walls -- literally and figuratively -- that have held them back because they lacked a high school diploma. That wonderfully liberating sense of freedom that comes from bursting through barriers is fully realized in this quiet, but powerful TV execution that also directs viewers to the previously-mentioned website.
This ad campaign was funded by the Dollar General Literary Foundation and the Ad Council.