We're looking for someone who can take our message of the education system being broken and all the negative effects it is having on society.
Then through a very compelling graphic ad show people those negative effects of the traditional education system. So they are curious enough to click our ad and find out what Mastermind has to offer them as an alternate route.
If you check out the link provided & the images I attached. You should have a really clear idea of the messaging. Very similar to the very compelling anti-smoking ads, these will be anti-college ads.
Aspect Ratio= Vertical: 4:5
Artistic Style= leaving room for your design style (The message that is being delivered is most important)
Overall message: The image should give people the impression that the education system is robbing them of a successful future (The same way anti-smoking ads gave the impression that cigarettes robbed our future of a long healthy life)
Text: Text is ok as long as it follows Facebook's guidelines of 20% or lower (you can test that here: https://www.facebook.com/ads/tools/text_overlay# ) I would prefer to see that the graphic is so compelling that words aren't necessary but in some cases like the images attached. Text did complete those graphics
Ex. Ideas I came up with
1. Start the Race! (+4 years late)
Creative: College graduate's lining at the same starting line as a mc donald's employee, 18 yr old, 72 yr old, janitor, pregnant lady.
Message: To demonstrate that college kids end up going for the same basic job as someone with no experience
2. Start the Race! (avg college debt) behind
Creative: Same idea as above except graduate is shackled to (avg college debt) brick while everyone else is at 0 or better
Message: College students are starting with an extreme financial disadvantage
3. Vegas Rules: The House Always Win
Creative: Graduates at a poker table with the college’s president being the dealer. They all go all in (avg debt) but the president has a crooked smile showing he knows the house always wins and they’ll walk away with nothing eventually (even worse walk away with thousands in debt)
Message: The people who run the college know the game is rigged. Every penny spent towards college will result in walking away with holes burnt through your pockets
4. College Acceptance Letter
Creative: Extremely happy person shown opening a college acceptance letter. When you look closely at the application there's a list of the negative things they REALLY just got accepted for
Message: Most students are ecstatic to be accepted but don’t actually consider the real stats they are fighting upstream against
5. College Draft picks
Creative: Happy person reaching for a hat to choose a school
Message: No matter what school they choose the stats are so unfavorable that it’s a lose, lose situation
6. Life is like a box of chocolates
Creative: 2 people sit on a bench. One looks like forrest gump and the other is a graduate. The forrest gump type is eating chocolates celebrating a position that he just got. The graduate just got the same position but looks less happy as he’s looking over to see forrest got the same opportunity
Message: Forrest Gump was FAR from being the smartest kid in school. YET when the smart graduate looks over he realizes that several years and thousands were wasted when they both got the same job
7. Join the Rat Race!
Creative: College president drops a college student mouse into a maze (maze= roof of school removed with maze in the shell of building). The cheese is this fictitious promised job, income, happiness, security, etc. BUT this part of the maze is boxed in with no way to actually reach the desired goal. Instead there’s an exit to the maze that leads to rotten cheese which is the reality of what they leave with. The rotten cheese will have debt, depression, etc
Message: The point being made is that people get sold on false promises and then leave college with none of those promises. Even worse, they leave with the worst disadvantages possible
Creative: A close up of the bottom of someone’s shoe with a cut out that reads, “your face here” with maybe a cap above the cut out so its obvious to college students and grads that they’re the target for the message
Message: This is powerful because the message is clear. Students and grads are getting walked all over by the people in control. Rising loans, worsening education, professors paid to teach and not drive student results
9. 100 yrs ago vs Today (what’s the difference)
Creative: The creative will be a side by side of a classroom sowing the minor differences. Environment old vs present, white board vs chalkboard, clothing style, books vs laptops, etc. When you look at the books, chalkboard, laptop, white board, etc you’ll see the exact same information and the teacher will say the same thing and look identical. The information could be something relevant 100 yrs ago that is still taught that we know is false. Another element of this design could be some imagery showing avg loan debt 100 yrs ago compared to now
Message: The message will show that as time passes the information gets outdated and the cost rises. They’re trading dollars for pennies
10. (time of first colleges) vs. (time more recently where loans were little to none i.e. 30 yrs ago) vs. Today
Creative: Similar to above except 3 time periods and avg debts associated with each period
Message: This message more hammers on the fact that for hundreds of years college was for the knowledge hungry people and it was available to basically everyone. Now in more recent years the cost is exponentially greater.
11. Crushing grip of student loans
1. A student with heavy emotional distress from the student loan.The loan could have a hand coming out of the paper crushing the hand of the student/grad.
2. It could be stitched to their hand or back and look gorey
3. The loan is a boa constrictor wrapped around student
Message: Loans are always with you
12. Mail man
1. Mailman with cap on and diploma in one hand, mailbag across the shoulder. He’s getting bitten in the butt by “student loan hellhound.”
Copy- Don’t let student loans bite you in the ***
2. A student is the mail recipient of bills, mailman is trying to escape dog but the mail bag is like an anchor it’s so full of peoples student debts
***Copy- Even your mailman is tired of student loans
Message: 1. Student loans are a pain in the ass 2. Even people who don’t have student loans, hate student loans
13. Skeleton Debts
1. Skeleton peeks out of coffin asking are they gone? Behind him out of his sight is his debt waiting for him to open the coffin
2. Debt collector hammering loan notice into coffin door
Message: The loans stay with you forever
14. Till death do us part
Creative: 2 people at the altar (which could be a lecture hall) 1 is a grad in cap and gown and the other is debt and they exchange rings. The ring could be huge to exaggerate the size of debt or the ‘debt bride/groom’ could just be massive
Message: You marry your loans
15. Business Breaks
1. Billion dollar CEO with company files for bankruptcy and looks happy because he walked away owing nothing and can start fresh. College student gets denied because student loans can’t be defaulted on
2. In this one the CEO IS the graduate. He files bankruptcy to get out of business, personal debt but there’s still a stack of bills for student loans waiting for him
Message: Billionaires can make fatal errors that result in havoc and walk away unblemished. Bright, world changers (students) can’t even get out of a measly 50K loan.