Do the FAFSA

Client & Project

Governors State University (GSU) is a four-year university in Illinois that champions openness, innovation and flexibility in a student's journey towards achieving both academic and career success.

Two student completing their FAFSA application at GSU

Do the FAFSA! How many times have we heard it in our college days? And how many of us actually did it—on time? No judgment. But this was the simple-seeming goal of this campaign. We learned that eligible students failed to complete their FAFSA on time, and missed out on the opportunity to fund their education the previous year and the year before.


Through focus groups, we uncovered that some of the students’ parents weren’t willing to disclose their tax returns—required to determine a student’s eligibility—for different reasons.

The Campaign

We worked closely with the Office of Finacial Aid, Digital Learning and Media Department, and faculty on this campus-wide campaign.

We explained the benefits and demystified the process in different testimonial videos featuring students and their parents. We promoted the message through GSU’s website, social media, and email. We also aggressively promoted the campaign through print and different campus events.


The campaign demystified the process and brought family into the conversation.

A Student discussing FAFSA application at GSU

  • 2 million social media impressions
  • 12K pageviews with  9.8K unique pageviews
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