The Ad Council has launched a new series of public service announcements (PSAs) to promote GED (high school equivilancy test) diplomas.
Called "Skip the Drama," the spots compare the drama of not having a high school diploma — say when faced with a job application form that asks for a high school diploma — with the drama of a soap opera or country song.
The creative for the spots, which were launched in conjunction with the Dollar General Literacy Foundation, were supplied by McCann.
The council puts together pro bono creative and donated media ad time to fight a variety of battles, including against forest fires and drunk driving and for education and diversity.
The Council cites Education Department figures that 37 million adults lack a high school diploma.
The point is not to convince people they need the diploma. Instead, the campaign assumes they already know that, but need a "gentle push" to take the first step," said a McCann executive, which in this case means telling them where they can take free study classes.
Country Music Television partnered with McCann on the country music-theme spots (TV and radio), which feature Dustin Lynch.
To check out the campaign, click here.