The main goal for this project was to create the specific message and medium that unlocked interest in the program for the target audience: .0001% of the nation's most promising minds.
We set out to create a call-to-action with a message and a format that called the nation's elite intellects to action. We recruited John Hockenberry to voice the video, lending further gravitas and credibility to the message.
This awareness message was distributed in sharable formats on social media and digital, and applications immediately increased.
*project completed by Lexicon Strategies' leadership prior to firm's inception.