The campaign broke across every media platform. Outdoor, TV and radio, social media, digital, earned media and, most importantly, word of mouth, all led potential GED students to a bespoke website where they would find the GED Pep Talk Center. Here they could select a level of pep talk, ranging from level 1 ‘Gentle’, for people who just needed a little encouragement, all the way up to level 13 ‘Extreme’, for people who needed a lot of persuading. This gave them the motivation they needed to sign up for free GED classes in their area.People could access the Pep Talk Center via a hotline, where they could choose a level by pressing the numbers on their phones. We also set up a texting service, where people could text the name of a celebrity pep talker to a number and they would then call you back with a pep talk.

We drove more than a two million (2,430,346) unique visitors to our website since launch and generated 7,359,283 page views.In addition to website visits, 38,371 potential students called our hotline for more information about getting their GED Diploma. That’s 29 percent higher than the initial estimate of 18,000 calls per year.Within the first week of launch the texting service was used 5000 times and 97 news stations highlighted our campaign within the first week of launch. Most importantly, we had a 34% sign up rate and helped bring adult literacy back to the forefront of social issues.