In an effort to encourage high school students to take a single Advanced Placement class (or several), The CollegeBoard chose a campaign which sneaks a peak over students' shoulders to get a glimpse of their individualized motivations to take an AP class.
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A set of three posters, in English and Spanish, were sent to high schools nationwide to display in their corridors or classrooms. (Illustrations by Serge Seidlitz; photography by Alan Radom.)
The AP section of the College Board's website was updated to reflect the new campaign.
Direct mail and emails were sent to students, parents and teachers, to encourage and educate them about how to enroll.
During testing, the majority of students selected the idea of thought mapping (left), but suggested that including a student could be more compelling, ultimately leading us to the chosen concept (right).
