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...