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Fix FAFSA Campaign

Client: National College Access Network

Whatever we suggest, you know it will be something tailored and laser-focused on your specific objectives. Every campaign we deliver is unique, because every client is unique. The #FixFAFSA campaign is one example.

National College Access Network reached out to us when they wanted to communicate with members of Congress about the need for a shorter Free Application for Federal Student Aid (FAFSA) form. The form helps students—both undergraduate and graduate—determine their eligibility for financial aid. The form is notoriously long and tedious to fill out, which can make it difficult for students and their families to accurately complete the form.

But in an age of information overload, how does someone grab the attention of a busy member of Congress in a meaningful, effective way?

Short answer: Twitter.

As the most widely embraced social media platform in Washington, D.C., we knew a direct-to-Twitter campaign would park NCAN’s message in front of the right people. But we also knew that for the message to get impressions, it had to be completely visual since many people opt out of audio on social platforms.

In the end, we designed a series of 15-second spots featuring a student and an adult identifying the barriers for filling out the FAFSA. Instead of dialogue—which would require audio—we used graphics above each character’s head to show their inner dialogue.

Our client reports early success of gaining traction in conversations among lawmakers, and the organization plans to ramp up the campaign again through 2018.

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