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WE TURNED THE MICROPHONE OVER AND GAVE STUDENTS A VOICE.

August 14, 2024 by

Client


Coalition of Colorado Campus Alcohol and Drug Educators

Category


Non Profit

Deliverables


Brand Activation, Media Planning/Buying, Public Service, Social, Strategic Planning
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Our work to take down “Hustle Culture” and stop the abuse of study drugs resonated with students. So we gave them control of the message. Through a social content series, real students took the mic—speaking their truth and addressing the pressure to succeed at all costs.

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These social posts drove to a landing page for students to explore ways to handle hustle culture themselves. We also took the opportunity to poll students on what actions they’d like to see taken next.

How did this project give students a voice?


5x

YouTube view rate vs. benchmark.

35

Average times a college student in CO saw a social post during the campaign.

17

Angry Reddit comments from folks of a certain age.

06

Social media platforms used to reach college students.


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Filed Under: Brand Activation, Media Planning/Buying, Public Service, Social, Strategic Planning

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At The Basement, fascination is the foundation. Below the ecosystem of strategy, creative, media, and analytics lies a constant drive to question and measure what’s possible. That is what leads to better collaborative business outcomes, and more strategic and interesting work for clients.
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