Ad Council Creative Testing

The quest: One-third of Hispanic students do not graduate on time with a standard high school diploma. In response, NGL Media launched the campaign “No One Gets a Diploma Alone” to motivate Latino adults ages 25-35 without a high school diploma to take the first step towards getting their high school equivalency (HSE) diploma and a better future.

The need: A research partner to test creative concepts for the Ad Council’s campaign.

The solution: ThinkNow conducted a quantitative research study to measure the effectiveness of three advertising concepts developed for the “No One Gets a Diploma Alone” campaign.

Key takeaways:

• The study consisted of a nationwide survey of n=225 Hispanics 25 to 40 years of age who do not have a high school diploma or GED and are open to going back to school to get a diploma.

• Because this segment of the population can be difficult to research, ThinkNow utilized a combination of online and mall-intercept interviews across the country.

• Since a large share of this population is known to be Spanish-dominant and/or less acculturated, the survey was offered in English and Spanish.

• The research revealed that the “no one gets a diploma alone” messaging has strong appeal among Latino adults.

• The messaging effectively communicates that Hispanics can lean on family and friends to overcome the barriers preventing them from taking action – i.e., transportation to/from the study center, cooking dinner, and/or caring for parents/children.