After a successful first year, The Dollar General Literacy Foundation wanted a second campaign to encourage people to get their GED Diplomas. Jon and I Creative Directed the project, and Matt Collier and Wayne Robinson came up with a brilliant idea: the YourGED Pep Talk Center, where students could get whatever level of motivation they needed to get their degree — from a gentle pep talk to an in-your-face, aggressive pep talk.

All they had to do was visit Yourged.org or call the hotline to get their perfect pep talk.

The campaign won a Bronze Lion at Cannes, got covered by Fast Company's CoCreate, shortlisted at the Webbys in 3 categories, shortlisted at the Clios and yourged.org had over 6 million page views.

We also got to work with Ron Perlman, Danny Trejo, Christopher Lloyd, Jerry Stiller, DMC, Afred Molina, Terry Crews, Debra Jo Rupp, Jamie Lynn Siegler, Henry Ian Cusick, The Miz and The Voice of New York- Angie Martinez on this pro-bono project.