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Context:
Our client’s objective was to use the Internet to convince lawmakers to reduce the cost of student debt. Student debt ranks as the most important issue among young voters – even more than healthcare, jobs and the war in Iraq.
Our Work:
MSHC Partners adapted existing television and cinema assets for the web and mobile devices, created a landing page from which citizen comments were sent, executed an ad campaign to reach students and lawmakers, and built a mobile campaign with text message alerts.
Results:
Our campaign generated over 20 million ad impressions and 50,000 streaming video ad interactions over a two-week period. More than 15,000 e-mails were sent to lawmakers in the House and Senate, which resulted in hundreds of media stories, letters to the editor and editorials. Consequently, the newly-elected Democratic House added reducing college debt to their “100 Hour Agenda” and passed legislation to reduce student loan interest rates in their first day in power. |
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