Dual credit can help high school students earn college hours, save money, and move toward a degree or credential before graduation. Key Ideas helped UP Partnership turn that opportunity into a student-centered campaign built around research, youth voice, humor, video production, and a practical resource hub.
Service
Education campaign strategy
Format
Commercials, explainers, and resource hub
Focus
Student recruitment and dual credit
The Challenge
Many students had heard of dual credit without clearly understanding how it worked, what it cost, or how to enroll. Traditional education messaging delivered information but often struggled to hold attention, and enrollment pathways varied across Bexar County school districts.
Our Approach
Focus groups showed that students responded to humor, entertainment, and practical benefits—especially saving money. Students reviewed creative concepts, influenced the scripts and tone, and appeared in the final campaign. The lead concept turned “dual credit” into a literal duel, using an easy visual joke to open the door to useful guidance.
The campaign then connected attention to action through a centralized resource hub with district-specific links, enrollment guidance, TSIA information, and support for parents and families.
What We Delivered
- Student and partner focus groups
- Audience insights and creative strategy
- Campaign concept and script development
- Commercial video production and post-production
- Student-centered casting and production
- Dual Credit resource hub and district pathways
- TSIA explainer and parent-support content
The strongest campaigns do not simply speak to young people—they give young people a real role in shaping the message.
The Campaign in Four Videos
The original commercial created awareness. Three companion films expanded the campaign into parent support, TSIA confidence, and a practical long-form explainer.
The Outcome
The campaign created a clearer path from attention to understanding to action. Students could see themselves in the work, remember the message, and reach the resources needed for their next step. UP Partnership also gained a creative framework that could continue growing with new student and family needs.
