College students have lots of misconceptions about financial aid. They think they’re not eligible for it because their parents make too much money, or because their grades aren’t good enough, or because they don’t have good credit. But in fact, nearly everyone is eligible for some kind of aid. And the U.S. Department of Education's Federal Student Aid program needed to counter these misconceptions. However, countering them can backfire, causing people to actually reinforce their own wrongheaded beliefs.
What to do?
Well, we partnered with Adam Conover, CollegeHumor star and host of TruTV’s show Adam Ruins Everything. In the show, Conover reveals the real truth behind everyday myths. And he has millions of college-age fans who watch him BECAUSE he counters their misconceptions. To them, he’s a trusted source.
And the campaign—including a video with over two million views—delivered a 21% increase in financial aid applications compared to the year before.
P.S. The video also featured Saturday Night Live cast member Ego Nwodim.