Lumina Foundation
Shining a light on challenges facing nontraditional college students
Raise awareness about policy barriers standing in the way of the next generation of nontraditional college students.
To produce our “Today’s College Climb” campaign, we partnered with photographer Rachel Bujalski and Coldwater Collective on a film sharing the true stories of nontraditional students and the obstacles they face.
We worked with SmallBox to modify the project’s landing page—highlighting the film and integrating campaign details and interactivity. We built awareness and interest with our audiences using geofenced digital ads and strategically placed outdoor materials. Finally, we organized and presented an in-person photography exhibit and interactive event in Washington, D.C.—physically bringing our message to policymakers who have the power to remove obstacles for today’s nontraditional college students.
Our paid Facebook campaign used custom videos that cost 77% less per click than the platform’s average—and yielded a 366% higher click-through rate than the industry standard.
Before our showcase event near Washington, D.C., we drove over one million impressions with our target audiences, using out-of-home opportunities like bus stations, bike shares, and wallscapes.
The custom videos used in our Google Display Network campaign generated an impressive 50% view rate.
