Step Up For Students

Florida school choice advocates needed to defend the state's scholarship program for economically and developmentally challenged students. Public awareness of the valuable program was low because many small efforts were being implemented by several different organizations. Additionally, the state legislature was critical of some of the schools receiving scholarships. TenCAPITOL devised a branding and education campaign that united the various scholarship programs under one concept: Step Up for Students. TenCAPITOL created a logo and a TV and print advertising campaign that highlighted the success stories of students in the program. The campaign helped preserve the program for the 12,000 Florida students depending on the scholarships for a good education.