America250PA launches Seventh Annual Direct Effect™ Innovation Challenge

PENNSYLVANIA – America250PA today kicked off its seventh annual Direct Effect™ Innovation Challenge (DEIC), held virtually and presented in partnership with the Pennsylvania Turnpike Commission.

The DEIC is a three-round marketing challenge that provides students from post-secondary institutions across the Commonwealth with the opportunity to design and pitch integrated marketing campaigns for America250PA and the Pennsylvania Turnpike. The interdisciplinary student teams build campaigns that engage and inform #EveryPennsylvanian in #EveryCounty. Thus far, the program has engaged more than 370 students from over 40 postsecondary institutions across Pennsylvania.

“Watching bright young Pennsylvanians participate in the DEIC each year is beyond inspiring," said Cassandra Coleman, Executive Director of America250PA. "This next generation of Pennsylvanians hold the keys to our future and facilitating their involvement in the 250th anniversary is crucial to our work. America250PA is committed to telling the stories of all Pennsylvanians over the last 250 years and to helping shape the path forward for the next 250. It is our goal that programs like this one will empower these students to get involved and make differences in their communities for years to come," she continued.

This year’s DEIC is generously presented by the Pennsylvania Turnpike Commission.

Acting Secretary of the Pennsylvania Department of Education, Dr. Carrie Rowe, announced this year’s challenge theme: “Miles of Impact: America’s First Superhighway.” This year marks the Pennsylvania Turnpike’s 85th anniversary. To honor the history of America’s first superhighway, students are invited to unleash their creativity and craft bold, integrated marketing campaigns that bring the Pennsylvania Turnpike’s story to life. As the challenge progresses, five final teams will be selected to present their campaigns to a panel of judges at the Capitol Media Center in Harrisburg, PA, on November 12th.

“For 85 years, the Pennsylvania Turnpike has become more than a road -- it has been a driver of mobility, commerce, and connection," said PA Turnpike CEO Mark Compton. “We are proud to continue building on our history of innovation as we keep moving forward. We are thrilled to once again support programs like the America250PA Commission and look ahead to the next generation for their ideas on marketing our history and continual benefit to the Commonwealth."

America250PA’s DEIC is also endorsed by The Pennsylvania Department of Education, the Pennsylvania Commission for Community Colleges, the Pennsylvania State System of Higher Education and the Association of Independent Colleges & Universities of Pennsylvania.

For more information about America250PA’s DEIC, visit

 https://america250pa.org/PPE:_Direct_Effect_Innovation_Challenge_(DEIC)

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