NASH needed to change a national narrative: young people were losing faith in the value of college. Traditional ads weren’t landing, static content wasn’t reaching Gen Z, and FAFSA confusion was stalling enrollment. They needed a modern, youth-driven campaign that could cut through noise and actually spark Gen Z’s attention and action.
Good Rebellion developed College Is Worth It 2 (CIWI) — a bold, influencer-driven nationwide digital campaign across TikTok, Instagram, and Meta.
We deployed creators students already trust: college athletes, high school seniors, parents, and public figures like Mario Lopez and Gabi Butler. Their content fueled a paid strategy, all driving to a streamlined FAFSA action hub.
CIWI 2 became one of the most cost-efficient national higher-education campaigns — a clear proof point that influencer-led strategies outperform traditional advertising at a fraction of the cost. When Gen Z sees themselves in the story, they take action.
