Business Objective: America's Student Loan Providers wanted to ensure the survival of the Federal Family Education Loan Program (FFELP) — a program that guaranteed greater and more flexible access to higher education for millions of Americans. As a result, it was imperative that they lobby Congress to reauthorize the Higher Education Act, as the Act would approve the continuation of the FFELP.
Brand Strategy: Brainwave focused on putting a human face on the issue of education finance by using real Americans, both students and professionals, whose college educations have been made possible by FFELP. By doing so, we communicated the true value of a student loan and the FFELP.
Brand Campaign: Brainwave developed the theme, "All American Talent. Part Student Loan." Each ad featured a person who attended college on a student loan provided by the FFELP, and who was now contributing to society and the country as a whole because of their education.
Media: Website, digital ads, specialist print media, direct mail, brochures.
Result: The campaign successfully increased awareness of the benefits of the FFELP program, garnered more political support for flexible access to higher education and ultimately contributed to reauthorization of the Higher Education Act itself.