College provides students with better career choices and a way to realize their dreams. However, many don’t know how they will afford it. Federal Student Aid had the answer but needed to determine the most effective way to spread the word.

Insight:
We asked high school students who they would most likely trust when it comes to receiving information on how to pay for college. They responded, “Students like us who have been there.”

Approach:
Develop a national public service campaign with real students encouraging others like themselves to pursue their dreams. These inspirational spots encourage viewers to—in the students’ own words—“go for it” and “not give up on college because of money.”

Results:
The “I’m Going” television campaign was one of the most frequently aired PSAs in the nation, with rankings in the top 1% by Nielsen during eight months of the year-long campaign. The television and radio campaign generated a SQAD equivalent media value of $50 million over 12 months.