College provides kids with better career choices and a way to realize their dreams. However, many don’t know how they will afford it. Federal Student Aid has the answer is 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:
A national PSA campaign was developed featuring real students telling real stories about getting money for college. Nothing was scripted, just five individuals sharing how Federal Student Aid helped them overcome their personal barriers and realize their dreams of an education beyond high school.

Results:
The My Story television campaign was one of the most frequently aired PSAs in the nation, ranking third for airings among all PSAs tracked by Nielsen. The television campaign generated a SQAD equivalent media value of $54.3 million over 12 months.