Every year, 4 out of 10 high school kids drop out. To help the Ad Council help these kids get diplomas, we created a big interactive + documentary campaign that not only was the most successful one they'd ever done around this issue, they ended up running it for 8 years. Obama even got personally involved.
Instead of just shooting PSAs about students, we gave them cameras and had them document their lives. Their stories played out online, and their footage became the TV spots.
Outsiders were invited to give their support. And it made a difference. Within 3 years the numbers went down. Within 5 the entire group graduated.