Having a college/university education is a huge dream for the youth of our country. The problem is, going to university is very expensive and most families struggle to afford it, forcing kids to either get jobs while studying, getting into debt or skip university completely.
That is why the Department of Education alongside the Chilean government created a funding program that would cover from 70 up to 100% of college education.
That is why the Department of Education alongside the Chilean government created a funding program that would cover from 70 up to 100% of college education.
Despite this program being active since 2021 people simply were not applying, missing the chance of free education. The reason? They thought it was either too complicated to apply or they wouldn't be approved for funding based on their family income.
We created this campaign to effectively communicate to teenagers all across the country that getting a free college education was simple, easy and very attainable, with the help of the Department of Education.
It reads: fuas.cl, we'll get you through this level.
So the question was, how to get close to the kids without sounding boring, institutional, or unapproachable? We decided to talk to them in a language we knew they would understand: GAMING SLANG.
We used different aesthetics and lingo to convey our messages in an easy fun way
that would catch their attention and help them see how simple the steps were
to apply for government funding.
This campaign has a close language and tone for Gen Z without losing touch with the visual codings of government guidelines. As a reference point, we used the government's color palette and the aesthetic treatment of popular games for this generation like Animal Crossing, Minecraft, and Fortnite.
It was also very important that FUAS.cl was a part of the logo, making the message truly direct as to where students needed to go to start the government funding application process.
We used different aesthetics and lingo to convey our messages in an easy fun way
that would catch their attention and help them see how simple the steps were
to apply for government funding.
This campaign has a close language and tone for Gen Z without losing touch with the visual codings of government guidelines. As a reference point, we used the government's color palette and the aesthetic treatment of popular games for this generation like Animal Crossing, Minecraft, and Fortnite.
It was also very important that FUAS.cl was a part of the logo, making the message truly direct as to where students needed to go to start the government funding application process.
Concept, Copywriting y Scripts: Yasna Mora, Gabriela Navarrete y José Zombi Rodríguez
Design: Guillermo de Armas, Paula Arenas, Antonia Berger, Manuel Droguett y Romina Ramírez.
Illustrations: Antonia Berger
