Effort Encourages Students to Graduate

U.S. Army, Ad Council Extend 'Boost' Campaign

By Published on .

The U.S. Army and the Ad Council have launched a new series of public service announcements as part of their "Boost" campaign to encourage students to graduate from high school. The effort is an extension of the High School Dropout Prevention initiative that made its debut in 2000.

The new TV, radio and outdoor campaign, created pro bono by Publicis, New York, urges teens, their parents and other adults to give students the boost they need to stay in school and graduate. It also encourages audiences to visit a redesigned website, co-created and produced by New York-based Radical Media.

Publicis New York also developed a series of free wake-up calls and alarm ringtones recorded by the New York Knicks' Nate Robinson, the Chicago Bears' Lance Briggs, the Phoenix Suns' Amare Stoudemire and the Baltimore Ravens' Willis McGhee, who donated their time.

About 7,000 high school students drop out every school day, according to a report released by America's Promise Alliance. In addition, a study by Civic Enterprises found that two-thirds of students who drop out initially develop a pattern of sleeping late in the mornings and taking long lunches.

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