BoostUp – The Graduation Problem (The Dropout Issue Reframed)
Publicis, New York
This campaign could have been centered around one statistic:
1/3rd of high school students in the U.S. don’t make it to graduation
But the story behind this is much deeper and more compelling than just a number
High school dropout rates are not typically top-of-mind among today’s average American. But when presented with the statistic that 1/3rd of high school students don’t make it to graduation the reaction is overwhelmingly shock and disbelief followed by an assumption that these kids are "slackers" who didn’t want to be in school in the first place. On the contrary, they all realize the importance of graduating and a majority of them want to graduate but circumstances beyond their control are leaving them no option but to dropout.