State Farm this week unveiled a new PSA as part of its "26 Seconds" campaign to keep teens in high school. The spot, which coincides with the launch of "26 Seconds' " Boost Nation microsite with the Ad Council, is being released in conjunction with NBC-TV's annual Education Nation initiative.
The new PSA was developed and directed by Kevin Jordan of Brooklyn-based Jordan Brothers Entertainment. It encourages high school students to be more than a statistic by showing them what they would be missing by dropping out of school.
The "26 Seconds" campaign's name reflects the fact that one student drops out of high school every 26 seconds.
"It's hard to sell education," Jordan said in announcing the effort. "But we came up with the moments that only happen in high school, the moments that make you smile, the ones you're going to miss if you're not there."
Jordan produced a 30-second version for use on NBC and a 60-second online version.