A student-facing campaign to promote the Michigan Achievement Scholarship and shift perspectives regarding the attainability and impact of a college education.
In early 2023, we led a large-scale, statewide campaign for Michigan College Access Network (MCAN) to raise awareness of the Michigan Achievement Scholarship, a new financial aid source for nearly all high school graduates. Targeting all 83 counties, the campaign utilized more than 15 communication channels, including a microsite (getmimoney.org), in-school posters and mailers, billboards, transit ads, paid social media, video streaming, Spotify and Snapchat ads, and grassroots marketing.
With bold, playful designs and four language translations, the campaign addressed college hesitations among low-income students of color, emphasizing college’s return on investment and inspiring students to explore higher education opportunities.
impressions across billboards and transit ads.
increase in statewide FAFSA completion from 2022 to 2023.
