Proud Sponsor
College
Challenge
Americans have been losing faith in higher education at an alarming pace. A Gallup survey released in 2023 showed just how significant the erosion in the perceived value of a college degree had become. Between 2013 and 2023, the percentage of young Americans who believed that getting a college degree was “very important” fell from 74% to 41%, a precipitous 33-point decline. Among Americans in general, only 36% expressed significant confidence in higher education. This was down from 57% in 2015. Confidence was even lower, only 29%, among those citizens without a college degree.
Solution
Create a national multi-media campaign that combats the current negative narrative about college. Reframe the discussion around higher education by reminding Americans about the importance of college in driving the progress, innovation and prosperity of our country since its founding.
We do that by branding “College” as a vital entity to our nation’s success and we declare it as the official “sponsor” of everything that improves American life. From our collective health, and economic prosperity as a country, to the ingenuity and innovation of our workforce, our democracy and strong national security.
The bold campaign will utilize TV and radio PSAs, outdoor, digital and social media to tell its story. And highlight how higher education will continue to make America better and stronger.
To learn more about the campaign, go to WhyCollegeMatters.org.
