Giving Teens A Boost to Stay In School

One student drops out of high school every nine seconds in America. In response to the widespread national dropout rate, the Ad Council and the U.S. Army are continuing their high school dropout prevention initiative with a new interactive campaign called "Boost."

The high school dropout rates in this country are staggering. One student drops out of high school every nine seconds in America. Additionally, the rate at which students leave high school between grades nine and 10 has tripled over the last 30 years. Add to this the fact that aside from increased unemployment, dropouts are often at a greater risk for drugs, gangs, poverty and teenage pregnancy and it's clear that dropout prevention is a critical issue deserving of the nation's attention. In response to the widespread national dropout rate, the Ad Council and the U.S. Army are continuing their high school dropout prevention initiative with a new interactive campaign called "Boost." Advertising for "Boost" includes TV, radio, in-school posters, outdoor and Internet advertising, which is intended to support and encourage those who may be at risk of dropping out. The PSAs urge parents, coaches, mentors and friends to give struggling kids a "boost" to help them stay in school and graduate. The decision to drop out of school does not happen overnight; it comes after years of frustration and failure. Often, those that drop out have run out of motivation and have no source of support or encouragement in school or at home. The campaign reminds us that sometimes a "Boost" can mean the difference between graduating and dropping out. The TV and radio spots feature at-risk high school seniors, the "Class of 06," who are recording their struggles to stay in school by filming documentary-style videos of themselves and their friends/family.