Philadelphia Youth Network came to us with a simple goal: develop a campaign that would reinforce Philadelphia Mayor Michael Nutter’s commitment to education and to reducing the dropout rate in the city. Our solution was to develop a multi-phase campaign designed to have a “Splash and Trickle” effect.

The initial “splash” of the campaign was designed to convey a broad and universal “welcome back” message featuring Mayor Nutter and Dr. Arlene Ackerman, Superintendent of the School District of Philadelphia. The “trickle” included radio spots that delivered the same “welcome back” message using “The Future” as a fictional superhero-type character.