"Boost Up" is a program started by the Ad Council. Their mission is to get adults and parents actively involved in motivating kids to stay in school and reducing the drop-out rate.
Kids more than any target audience, do not respond well to being preached to. So we needed to communicate the Boost up message to them in a way that wasn't preachy at all. We decided to simply speak to them in their own language; using sarcasm, cynicism and humor in a fun, familiar format that they already engage with for entertainment.
As part of the effort, we developed a series of un-branded, Some e-cards targeting middle-school and high-school aged kids. The idea was to help make it easy for parents to drop hints and nudge their kids in the right direction without being preachy. Parents were now armed with a way to get the "stay in school" message past the cynical, teenage, radar-defense shield and through to their kids.