Social Media - Public Service Campaign

"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 to help reduce the drop-out rate.

Kids, more than any target audience, do not respond well to being preached to. We needed to communicate this message to them in a way that wasn't preachy. We decided to speak to them in their own language; using sarcasm, cynicism and humor in a fun, familiar format that they were already engaging with.

As part of the effort, we developed a series of un-branded 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 teenage, radar-defense shield and reach their kids.