We needed people to sign up for free GED classes so we set up the GED Pep Talk Centre with 13 celebrity pep talkers providing different levels of motivation. All of the media platforms led potential GED students to a bespoke website where they would find the GED Pep Talk Centre. People could also access the Pep Talk Centre via a hotline, where they could choose a level by pressing the numbers on their phones. Or they could text the name of a celebrity pep talker to a number who would call you back with a pep talk.

2,430,346 unique visitors to our website since launchMore than 7,359,283 page viewsHotline called 38,371 potential students called our hotline for more information about getting their GED Diploma. That’s 29% higher than the initial estimate of 18,000 calls per year (Source: ProLiteracy National Literacy, Directory Referral Partnership.)The texting service was used 5,000 times in the first week of launch.$40m in donated media 97 news stations highlighted the campaign34% sign up rate