Fishing With The Right Gear
Campus Progress, youth-oriented arm of the Center for American Progress, has been running a multi-media campaign dealing with the burden of student debt.
The campaign involves online video ads running on the Washington Post and Slate.com sites (and viewable on YouTube), as well as on theater screens in eight cities, video banners on .edu-targeted sites, and Flash ads served through the SpecificMedia ad network. Responders to a call to action are captured initially via mobile text, then urged to engage via email.
I'm not crazy about the ads themselves, but they make their point and, hey, I'm not twenty!
I definitely credit Campus Progress for experimenting with the right tools for their 18-30 year-old target audience.