Promote Lumina Foundation’s video series, Looking Back to Move Forward, to help educate policymakers and their aides on the history of federal student aid in the U.S.
Lumina Foundation is an independent, private foundation that is committed to making opportunities for learning beyond high school available to all. The foundation envisions a system that is easy to navigate, delivers fair results, and meets the nation’s need for talent through a broad range of credentials. Their goal is to prepare people for informed citizenship and for success in a global economy.
Lumina Foundation discovered that most lawmakers writing education policy weren’t aware of America’s long and winding history of federal student aid. So, they developed a six-part video series to educate policymakers and their aides on the history of student loans to help fill the gap in institutional memory across congressional and committee staffers, in the hopes of better preparing them to write tomorrow’s laws. They came to us to help promote the video series and make sure it was seen by all the right audiences across the country.
Well Done worked with Lumina Foundation to develop a campaign strategy and all of its accompanying creative elements. We:
After a two-month campaign, Lumina reached millions of people and drove thousands of the right visitors to the website, as indicated by the quality of traffic that came through digital ads.